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PB Creative designs branding for new AXE range
From:Packaging News

Brand design agency PB Creative has created a new range identity and pack designs for male grooming brand AXE.

The brand, known as LYNX in the UK, has launched the WILD range comprising new bodyspray and bodywash products. The range includes: Green Mojito and Cedar Wood; and Fresh Bergamot and Pink Pepper.

PB Creative created a look that includes contrasting yellows and pinks against a bold green to pick out the different fragrance variants.

Ben Lambert, creative partner at PB Creative said: “It was important that the ‘wild’ fragrance pairings and the AXE attitude were communicated authentically.

“We wanted to push AXE into the forefront of this area of the market, but with an unexpected and abundant design that reflected the fresh fragrance profiles and AXE’s unique positioning.”

Rodri Ruiz-Iribarren, global senior brand manager at AXE, added: “PB Creative has smashed the category codes of muted colourways and a minimal, stripped back aesthetic to unveil a new range that feels dynamic and energetic. This impactful design celebrates the distinctive fragrance variants whilst chiming with AXE Masterbrand principles and always remaining relevant and appropriate to the core consumer.”

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