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Axe Lynx Unliever

Lynx updates brand identity with more sophisticated look and feel


By Gillian West, Social media manager

February 5, 2014 | 2 min read

Lynx (known as Axe globally) has worked with Elmwood to create a new identity for its men’s grooming range.

Working with parent company Unilever Elmwood has attempted to create a more sophisticated look and feel for the brand. Tasked with both building retention and introducing the brand to new audiences, with a brief spanning the gambit of bodysprays, antiperspirants, shower gels, and hair products, the new look also had to work globally and across 30 different fragrance variations.

"We challenged Elmwood to give Axe a powerful new brand identity. A design aesthetic that would reach a new generation of design-savvy men.” says global vice president of Axe, Tomas Marcenaro.

“However, rather than just creating a new visual aesthetic, Elmwood cleverly integrated each of our iconic fragrance stories with the new pack structure. Using the ‘square round edge’ as the anchor to dramatise the illustrations across the front and side of the packs giving them a more contemporary feel.”

Working closely with the brand, Elmwood has refreshed individual stories for each fragrance which have been devised to work with the new packaging hardware. On sprays, the patterns wrap around the side to create a purely graphic face, giving an edge to the design, whilst on the shower gel and hair products the shapes act as an explosion of colour.

The antiperspirant range has moved away from the silver colour codes to white which is traditionally only seen in women’s ranges in a bid to contrast to the black of the body sprays. The Lynx and Axe logotypes have also been reworked by the design consultancy using a break in the X as a nod to the male DNA codes.

Greg Taylor, global provocation director – brand, Elmwood, added: “Working closely with the Axe guys in creating a new identity for such a successful and powerful brand has been an incredible and exciting journey for Elmwood. We are thrilled with the outcome and the ground breaking design aesthetics that unifies the Lynx brand as edgy and masculine on its global stage.”

The new visual concept will roll out nationwide in Boots and leading supermarkets from February 2014.

Axe Lynx Unliever

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