AXE
AXE
AXE
GLOBAL
GLOBAL
GLOBAL
GLOBAL
GLOBAL
WEB
You'd be hard pushed to find anyone that wasn't aware of 'The Axe Effect' campaign in the 90's. Perfect as it was for the era, it felt laddy, cliché and out-of-step with the contemporary notions of masculinity.
The new branding - and tagline 'Find Your Magic' - aimed to tackle this by encouraging young men to be confident in their individuality, whatever form it came in.
TYPOGRAPHY
COLOURS
“We want Axe.com to become a place where guys can find their inspiration and make it their own. We want it to be the number one destination in the world”
VICTOR HUGO - GLOBAL BRAND DIRECTOR UNILEVER
EXPLORE THE RANGE
PRODUCT DETAIL
FIND YOUR STYLE
PRODUCT DETAIL
FIND YOUR MAGIC
How we did it
INSIGHT MINING
We conducted workshops with the client and interviews with customers. We came armed with an array of concepts for validation and to gauge their reaction. Off the back of this we were able to decide the features we wanted to include and define our key insights.
STRATEGY
After digesting our research we drew up our strategy. The main aim of our digital experience was to fulfil the new brand proposition – help young men to find their magic. We want to inspire, educate and sell more efficiently than ever before.
VALIDATNG AND TESTING
We created 9 distinct personas to understand their characteristics, needs, motivations, and their environment, this ensured we were considering everyone when we were developing our user journeys.
DISCOVERY
During our discovery phase we were able to define our experience and design principles, as well as test and iterate on concepts for our features, navigation and templates.
REFINEMENT AND USABILITY
We refined high fidelity concepts to test both aesthetics and usability with the client and users.
IMPACT
Axe became the fastest growing mens grooming brand in the UK after launch
We launched in 15 localisations and 25 languages
TEAM
Ollie Evill / Marisa Parsons / Tom Bloomfield / Jorge Garcia / Yandis Ying
ROLE
Design Lead
AGENCY
Publicis Sapient
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