Axe is the number 1 fragrance deodorant brand in South Africa and the world.
It gives guys ‘the edge’ in the mating game and lasts longer than other deodorants.

The objective of this brief was to increase brand attributes and show Axe as a cool and trendy brand.

I used dark colours and sensual imagery which relate to temptation and the chocolate smell of the fragrance.

The structures of the units were made up of multiple substrates and abstract shapes to look premium and have more

impact in store. The units had a tester which will draw consumers to interact and get a feel of the product.

Axe was voted product of the year in the deodorant category and by having that logo on the units allows the consumer to trust the brand and will be more willing to try the product.