Axe

Cutting Through the Crowd

LAYER was approached by Unilever to redefine the structural packaging approach of AXE shower gel to appeal to a new generation of users.

A deep dive into the needs, wants and desires of Gen-Z led our creative team through a highly iterative design process in close collaboration with the brand. The result is an impactful and versatile packaging form, designed to appeal to the sustainable principles of the target demographic. The confidently sculpted structure can be used both ways up, and features an integrated systematic approach that allows users to remove the lid to refill the gel contents and reduce single-use plastic waste.

Client

Unilever

Sector

Health & Beauty

Year

2018

Discipline

Industrial design
Packaging design
Strategic research
Design for manufacture