The Drum Awards Festival - Official Deadline

-d -h -min -sec

Packaging Design Axe Lynx

Lynx updates product brand design following global repositioning


By Natalie Mortimer, N/A

March 29, 2016 | 2 min read

Lynx (Axe outside the UK) has completing its updated brand positioning with the redesign of its product range in line with the men's grooming product new positioning.

The refresh follows last month's roll out of campaign 'Find Your Magic', which marked a U-turn on its marketing strategy as Lynx looks to emulate the success of sister-brand of Dove's Real Beauty Sketches.

Prior to the repositioning, Lynx products and accompanying marketing campaigns had historically told men that it can help them get with a girl. But following research, Lynx’s new positioning features is more focused on allowing men to find their own individual style and inspiration.

PB Creative worked on the rebrand and developed a new brandmark and updating the brand’s base range of products, including new icons for its 40 plus fragrance variants. The agency also created the branding and packaging for Lynx’s new premium range.

The new brandmark uses a silver key-line to introduce premium cues, while the once noisy graphics have been paired back with black the predominent colour. For the first time this has been consistently rolled out across all touch points and categories to create a globally unified proposition.

“We’re living in an era of unprecedented freedom and acceptance — and yet what we’ve seen is that a lot of men still feel huge pressure to look and behave a certain way in order to be seen as attractive,” says Fernando Desouches, global brand director for Axe (Lynx).

Meanwhile a new premium range features packaging look based around a 'tag' system that features bold colours and a modern typographic approach to help consumers navigate around the product range.

Packaging Design Axe Lynx

More from Packaging Design

View all


Industry insights

View all
Add your own content +