PB Creative attempts to make Axe men go wild

PB Creative has designed the identity and packaging for male grooming brand Axe’s new Wild variant, which goes on sale in Europe this week.

The Unilever brand, which is known as Lynx in the UK, Ireland, Australia and China, is attempting to exploit the popularity of natural or nature-inspired products with the new sub-brand. It features two new body wash and body spray fragrances: green mojito and cedar wood, and fresh bergamot and pink pepper.

The identity uses contrasting colours to reflect the brand’s energy, design agency PB Creative said. Yellow and pink are employed against a green background to create contrast and encourage consumers to “unleash their naturally wild side”.

Ben Lambert, creative partner of 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.”