Lynx packs a more gentle punch

Elida Fabergé has updated the packaging for its men’s shower gel brand Lynx, with the help of design group Tin Horse.

While the new packaging retains the original matt black finish, its shape is softer and more sympathetic to men of the late 1990s. The packs also carry an adaptation of the original Lynx logo.

Tin Horse director John Lamb says: “The packs used to be very phallic, with embossed ridges cut into their shoulders, which made them look quite aggressive. There was a requirement for a pack which appealed to young men, who, while remaining masculine, are more caring, relaxed and – dare we say it – in touch with their feminine side.”

Inspiration for the packaging came from racing motorcycle tyres, which combine hi-tech performance with a soft appearance and feel. The packs will be launched across Europe this month.