REPOSITIONING A BRAND ICON
We created a Global Style Guide for the launch of the new AXE grooming range. Axe is growing up and we needed to find a visual language to complement their reposition. One element was developing a communication strategy for the launch of a new compact Styling tin, to reassure consumers they are not losing value. This linked into the overall goal of delivering a transition strategy for existing customers and engaging with lapsed users to remind them AXE is still relevant to them.