AXE Reimagined

Conceptual brand refresh student project:

Oh, that’s AXE?

AXE has perpetually promoted itself as a product that will get you that girl. Throughout the years, their advertisements have reduced in vulgarity, but their core message remains the same – AXE will magically make you attractive. Going through multiple attempts to refresh itself, the brand is stuck to the notion of attraction.

I aimed to change that, completely.

My suggestion: Target middle-class American high-schoolers of all identities and backgrounds. In an age that can be confusing, the new AXE allows you to re-identify yourself using the scent you wear.