united studio.
unitedstudio_Axe_Twist.jpg

unitedstudio/Lynx/Axe

____

Lynx Axe is the world's leading male deodorant selling in over 60 countries.

It hasn't always been the case. In 2000 the brand was a rather staid local market leader.

LYNX AXE | CLIENT | UNILEVER

Scale and scope

Scale and scope

...

Over the ensuing decade united studio has evolved the brand identity and portfolio beyond all recognition, undertaking two global redesigns, the launch of 18 new variants, various NPS projects, global gifting ranges and delivery of over 280 SKUs across five continents.

...

unitedstudio_axevariants.jpg
unitedstudio_axevariants_02.jpg
Just grow up

Just grow up

...

The primary Lynx / Axe brand is aimed at teenagers. Being a range of strong fragrances they had a definite appeal to younger teens.

Research showed that as they grow they quickly abandon the brand in preference for more desirable fashion brands. 

We designed Axe Proximity with the sole purpose of retaining these older teens.

Taking our cues from high fashion brands the product range featured toned down branding, more elegant livery and bespoke components reflecting the more sophisticated fragrance combinations within.

Breakthrough thinking ahead of it's time.

...

unitedstudio_axeproximityedt.jpg
Emerging markets

Emerging markets

...

Working on global brands means that you have to be sensitive to cultural differences, to understand local market dynamics and local brand heritage.

This requires the ability to build bespoke local market solutions, either strategically or tactically. 

We have delivered bespoke local market branded product lines to the UK, WE, Nordics, CEMEA, LatAM, India, Australasia, South Africa, South East Asia/ China and North America.

...

unitedstudio_axesignature.jpg
unitedstudio_lynxrockstar.jpg
Mum's the word

Mum's the word

...

In the UK 1 in 4 households wake up to a LYNX gift pack on Christmas Day.

Bought by mums and aunties for their sons and nephews, the Christmas gift range is often the first introduction to the brand for young adolescent males.

The gift packs have to be attractive and easy enough for mum to work out but engaging and ‘cool’ enough for her son to appreciate. For over 12 years we developed Pan European and North American gifting strategies. 

Each year creating a different concept theme that would span the different price points, supporting gifts and local market proclivities.

We introduced innovations such as windowless cartons and carton engineering which removed PET vac forms from the range.  

...

unitedstudio_axegifting_us.jpg
unitedstudio_axegifting.jpg
unitedstudio_client_axe.jpg
Finish Line.png