London agency, PB Creative have designed a new premium tier hair styling range for the male grooming brand Axe (known as Lynx in the UK) aimed at a mid 20’s and upwards consumer. The new ‘Platinum Series’ was created to offer older guys a more understated matte look that the brand coined ‘The Matte effect’.
The packaging delivers a modern and intriguing range utilising different structural formats to communicate different end looks.
A bright satin silver finish creates stand out on shelf whilst the contrasting matte black band and graphic offers a textural reference to the end look.
Victor Hugo Jnr, Axe hair global brand director commented “Pete & Ben are a true pleasure to work with all thanks to their genius talent, their understanding of premium, & their spirit for collaboration.”