You may know it as Axe body spray, but in the UK it’s referred to as Lynx. This line of male grooming products, including fragrances, body washes, and hair styling items, has undergone a transformation led by London agency PB Creative.

“The brand refresh was introduced via a ground-breaking advertising campaign, ‘Find Your Magic’, in February this year. Brand design, packaging and visual identity were all developed by branding and packaging consultancy PB Creative.”

“Prior to the repositioning, Lynx products and their accompanying marketing campaigns were targeted firmly towards a young male demographic, with brand messages revolving around traditional ideas of masculinity, desirability and attraction. Following extensive research, Lynx’s new positioning features a radical, progressive point of view on masculinity and attractiveness, focused on allowing guys to find their own individual style and inspiration.”