As the leading grooming brand for young men, Axe knew that to stay fresh, it had to keep ahead of the crowd.
They needed a unique structural design that could be integrated with new graphics, and translated across all categories.

We stripped everything back and brought Axe’s brand values into focus. Primal captures the animal sexuality that lies within and Playful balances that with a youthful, witty irreverence.


Then we got down to business. We created a masculine primal masterbrand to enhance consistency across all categories whilst allowing sub ranges and
variants to playfully express their own unique personalities.

We created  new product experiences, names and designs including Cool Metal. This was implemented across a huge variety of categories and formats from hair care, deodorants and shower gels to soaps and POS displays.

We worked globally and regionally to successfully deliver the vision.

ECHO delivered a seamlessly integrated packaging and graphic solution for Axe that helped keep the brand’s edge with a new generation of consumers.

Joshua Dean
Senior Global Brand Manager