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The design speaks to a global audience as well as being suitable for mass production.
Fulfilling Unilever’s desire to stay ahead of the competition by securing a design for the ‘next generation’ of body sprays.

In keeping with the emergent design language for consoles, gaming and mobiles, the Axe ‘Icon2’ developed the existing emotional qualities of Axe – humour, sexual attraction and masculinity – and expressed them in the physical form.

“We can see that the world is changing, and our Axe users are evolving. And because we are a leader, not a follower, we see it as our responsibility to stay a step ahead of future trends and break the conventions of our category. This is how we keep our brand and product fresh and relevant for our audience. It’s not easy to create an icon, but that’s exactly what Seymour Powell have helped us achieve” Michal Berski, Axe Global Brand Manager