Under the tree: Axe launches new gifting range aimed at minimizing waste

26 Nov 2018 --- Unilever owned fragrance brand Axe, known as Lynx in the UK, has launched its new range of gifting sets in time for the holidays. London design agency PB Creative was tasked with the packaging enhancement, which aims to reduce complexity, increase sustainability and add a festive, luxurious feel to make the packs stand out on-shelf.

The brief was to create a sense of anticipation and make the two-tier range – premium and regular – more aspirational. Seasonal gift packs typically feature large windows to showcase the products inside, but these were eliminated to allow a much bigger graphic canvas with pack imagery of the contents, delivering a “premium, desirable and heroic feel,” according to the design agency.

Another key factor was to develop a range of 3D core structures for each tier that would streamline the portfolio and improve sustainability. Three largely paper-based structures were created – hexagonal-to-round containers, hull and slide boxes and sleeves to encase rucksacks and washbags.

A packaging strategy was devised that eliminates the need for internal plastic trays, using predominantly paper-based materials to create a fully recyclable pack. As a result, gift configurations are flexible in pack, complexity across the whole portfolio has been reduced and sustainability maximized.

Bespoke patterns, each derived from the brand’s variants, using geometric forms and color palettes that link directly to the fragrance icons, are used to add a luxurious feel. This also allows the range to balance color with black and deliver a premium feel that looks wrapped and ready to give, the design agency describes.

Surprise upon opening
The premium tier includes gifts such as in-shower speakers, as well as toiletries, housed within a printed hexagonal-to-round gift box. Once the recipient opens the box, they’re presented with a bespoke wrapping-paper-style bag.

The regular tier is made up of hull and slide boxes. When opened, they also reveal wrapping-paper-printed lining. The range serves to create shelf disruption and stand out against competitors while heightening the gifting experience for both purchaser and recipient.

“Our goal from the outset was to successfully deliver a range of exciting and desirable holistic gift packs that continue to build on the masterbrand’s strong gifting heritage, and that guys really want to receive. Combined with the logistical simplicity we created and strong sustainability credentials, the new 2018 gifting range is a great continuation of our four-year partnership with the AXE Gifting Team,” says Pete Hayes, Co-founder and Co-director of PB Creative.

Festive packaging design often borrows tips and tricks from more luxurious or premium lines. In this way, colors and graphic effects may be more enhanced and the materials chosen may encourage reuse, such as tins. One such example would be Harvey Nichols’ own-range of food items that recently underwent a redesign and to encompass luxury materials and graphic designs. Key luxury design trends, such as intelligent packaging and classic materials, were on show this year at Luxury Packaging 2018 held in London this September.