Lever Faberge

Challenge
To re-design of the AXE Eau de Toilette fragrance bottle with spray pump and carton packaging, aimed at males aged 18-25 years old.

Insight
AXE promises guys the edge in the mating game. However, as these consumers mature, they migrate towards more sophisticated, designer fragrance brands.

Solution
We created new packaging graphics and bottle structure for the AXE eau de toilette range, to extend the brand’s appeal and relevance.

The ‘X’ bottle and carton design evolves the AXE design aesthetic already recognized by existing AXE users and delivers the look and aesthetic of a ‘designer’ eau de toilette.