The new identity for the Unilever-owned brand rolls out alongside structural packaging designs developed by Seymourpowell, working with DCA and Unilever’s engineering team, which introduce a new ‘lockable’ spray button.
Elmwood says it has been working on the project for three years. The consultancy says it was briefed to created an identity that would help to build new audiences in international markets.
Elmwood has created a new Lynx/Axe logotype, which features a break in the X ‘as a nod to men’s DNA’.
The consultancy has also developed new ‘individual stories’ for each variant – for example emerald green lightening bolts for Apollo and swirling shapes for Dark Temptation.
The consultancy says these were designed to work within the half-square, half-round structural packaging design of the spray cans, which gives a large canvas for graphics to work over two sides.
Tomas Marcenaro, global vice-president of Axe, says. ‘Elmwood cleverly integrated each of our iconic fragrance stories with the new pack structure.
‘Using our “square round edge as the anchor to dramatise the illustrations across the front and side of the packs gives them a more contemporary feel.’
On shower gel and hair products the graphics act as ‘explosions of colour’, Elmwood says.
For the antiperspirant, Elmwood says it has used a ‘market-challenging’ white colour to provide contrast with the black sprays and move away from commonly used silver.