Axe is a brand that is popular amongst teenagers and the brand is clearly targeting this group. However, the deeper thought behind the “self-conscious” brand could be used in a wider spectrum of consumers. An analysis on the brand identity has been used as a basis for the redesign.

Gestalt principles in packaging design and the overall judgement of the redesign are assessed in practice within a survey. These findings are elaborated in the paper that could be downloaded at the bottom of the page.

The redesign consists of three variants. The differences are made in the used graphics, in contrast with traditional colour changes for variants. The translation of the variants, Classic with a bow-tie, Muscle with a race track and Awake with a rising sun, add to the sophisticated character of the design.