Lynx gets new brand identity as Unilever continues revamp


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Lynx gets new brand identity as Unilever continues revamp

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In part two of its brand redesign, Unilever announces the new identity for its Lynx/ Axe grooming range having worked closely with design consultancy, Elmwood.

The news comes after the announcement that Anglo-Dutch company had worked with Seymourpowell to redesign the aerosols and caps of the Axe body spray range​.

Launched in 1983, and with 8 million customers in the UK alone and well-known throughout Europe, Lynx is still growing in the US and Latin America, which prompted the brand to team up with Elmwood to build retention and help introduce it to new audiences.


“We challenged Elmwood to give Axe a powerful new brand identity. A design aesthetic that would reach a new generation of design-savvy men,”​ says Global Vice President of Axe, Tomas Marcenaro.

“However, rather than just creating a new visual aesthetic, Elmwood cleverly integrated each of our iconic fragrance stories with the new pack structure. Using the ‘square round edge’ as the anchor to dramatize the illustrations across the front and side of the packs giving them a more contemporary feel.”

Three years in the making, Elmwood worked with the Axe team to create individual stories for each fragrance – from emerald green lightning bolts for space variant Apollo to dark swirling shapes for Dark Temptation.


These were devised to work with the totally new packaging hardware developed by Seymourpowell, which consists of a half square, half round, ‘squound’ shape that gives a large blank canvass to work continuously over two sides.

On sprays, the patterns wrap around the side to create a purely graphic face, giving an edge to the design, while for the shower gel and hair products the shapes work as make use of individual colours.

 Greg Taylor, Global Provocation Director - brand at Elmwood said, “Working closely with the AXE guys in creating a new identity for such a successful and powerful brand has been an incredible and exciting journey for Elmwood.”

Elmwood’s new visual concept appears across Lynx’s entire range including body sprays, deodorants, antiperspirants, shower gels and hair products, and rolls out in the UK this month.

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