Unilever announces next generation Axe deodorant design


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Unilever announces next generation Axe deodorant design

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Unilever’s leading deodorant brand Axe has had its body spray packs go through a makeover as it looks to breathe new life into the range and stand out on the shelves.

Axe, known as Lynx in the UK, has stuck with previous designer Seymourpowell for the new look, having worked with the company in 2005 on its existing aerosol, called ‘Neutron’.

The new Icon2 design is designed to set up the brand for the future with a more premium feel, and remaining consistent with a more premium product, thanks to Unilever’s engineering team, and DCA who worked with them.

Future trends

“We see it as our responsibility to stay a step ahead of future trends and break the conventions of our category,”​ says Michal Berski, Axe Global Brand Manager, Unilever.

“It’s not easy to create an icon, but that’s exactly what Seymour Powell has helped us achieve. Our new sophisticated, monolithic pack absolutely embodies our brand values, and will become the brand’s unique signature.”

The new design keeps with the original twist action of its predecessor to ensure the bottle is locked when not in use and the button is flush with the top.

Twisting the top lifts the button up and then inclines it backwards into the ready-to-use position. As the button rises, it reveals a flash of colour specific to the variant.

Axe oldvnew
Out with the old, in with the new: Neutron (left) Vs Icon2 (right)


Both designer and brand believe that the uniquely round-to-square formed can sets new standards in aerosol shaping technology, as the can and actuator flow seamlessly together in this form while providing a broad canvas for the fragrance variant graphics to communicate.

“Delivering a new iconic form for an established brand such as Axe/Lynx was always going to be difficult especially when the existing (Neutron) pack has been so successful,”​ comments Ketan Mistry, senior designer at Seymourpowell.

“We worked very closely with the team at Unilever to develop a pack that would meet the technical constraints and sustainability targets. The desire to make this product more engaging than any other pack on the market and conform to the Axe/Lynx brand DNA was the real challenge”.

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