This latest development from Axis follows a brand recalibration in recent years, which has reportedly succeeded in eliciting a positive reassessment from major consumers and reaffirming the brand’s credibility.

Several limited-edition fragrance collisions, including the controversial but iconic Lynx Africa x Marmite line, followed, which embraced a much more expressive and vibrant aesthetic in the hands of the global strategic partner agency, PB Creative.

This fresh and expressive visual code, with its inspiration firmly rooted in street art, would have generated a strong appeal with “ Ax guys ” and presented an opportunity for the agency to transcend the main brand into much territory. more dynamic and progressive, with the aspiration to put street art in the hands of all the “ax guys” around the world.

PB Creative used their long-established partnership with the brand and their deep understanding of each variation of Axis to curate a detailed story for each of the brand’s signature scents, before briefing renowned street artist Ben Tallon to bringing their vision to life as a range of graffiti. inspired illustrations.

The agency has once again been successful in moving Ax forward to a place that feels more believable, vibrant and trendy as the brand continues to engage and resonate with its core Gen Z consumers.

“Expression” is the future of Ax which will redefine what the brand stands for, ”said Ben Lambert, co-founder and creative partner of PB Creative.

“This is the start of an exciting journey that will see the brand engage with consumers at a higher level through increasingly compelling and desirable Ax brand expressions.”

Marco Montanaro, Brand Director at Unilever added: “PB brought the brand back to its roots, but with a new direction and new energy. The graffiti-led approach seems more “ street ” with huge opportunities for exciting and branding activations. The brand is now really where we want and need it – full of character, with a cult side. “