Oh, that's AXE?
AXE has perpetually promoted itself as a product that will get you that girl. Throughout the years, their advertisements have reduced in vulgarity, but their core message remains the same – AXE will magically make you attractive. Going through multiple attempts of refreshing themselves, the brand is stuck to the notion of attraction.
I aimed to change that, completely.
My suggestion: Target middle class American high-schoolers of all identities and backgrounds. In an age that can be confusing, the new AXE allows you to re identify yourself using the scent you wear.
Exploring concept direction.
Logotype Sketches
Access the website here.
