Axe White Label

 London agency PB Creative has designed a new range for the men’s grooming brand AXE
The design for the White Label line is clean, refined and polished - an identity that drives the brand towards a sophisticated and new feel for the discerning consumers. 

Ben Lambert, Creative Director, PB Creative said: “Our new design is the beginning of an amazing journey for Axe. It’s a journey that takes the brand to a more sophisticated territory, using considered typography and clean, iconic variant communication.” 

Fernando Desouches, Global Masterbrand Director, Axe said: “White Label is the new grooming range by Axe, crafted to provide a confident, fresh feeling. PB Creative translated the vision for the range through the packaging exceptionally well: the clean, fresh and premium design would not have been possible without their creative prowess and attention to detail.” 

The range has been designed for the North American market and it reboots the branding sensibility to convey the commitment to fresh notes and great fragrances.


Designed by PB Creative

Client: AXE

Country: United Kingdom

City: London