Axe White Label

Agency: PB Creative
Project Type: Produced, Commercial Work
Client: Axe – Unilever
Location: London, UK

PB Creative has designed a new range for the men’s grooming brand Axe. Axe White Label launches this year to target a sophisticated and discerning consumer.

The range has been designed for the North American market, based around the concept of Axe’s fresh feeling. The refined collection delivers sophisticated fragrances crafted with fresh notes across body wash, shampoo, styling products anti-perspirant sticks and the first ever anti-perspirant dry sprays from the brand.

Ben Lambert, Creative Director, PB Creative said: “Our new design is the beginning of an amazing journey for Axe. It’s a journey that takes the brand to a more sophisticated territory, using considered typography and clean, iconic variant communication.”

Fernando Desouches, Global Masterbrand Director, Axe said: “White Label is the new grooming range by Axe, crafted to provide a confident, fresh feeling. PB Creative translated the vision for the range through the packaging exceptionally well: the clean, fresh and premium design would not have been possible without their creative prowess and attention to detail.”