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

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.

Click to Enlarge

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.

Click to Enlarge

“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.

To contact our editorial team please email us at editorial@cnsmedia.com

Related Articles

14 Jan 2019 --- Temperpack, a company positioned to “solve thermal packaging problems through sustainable design,” has raised US$22.5 million in Series B financing led by Revolution Growth. New investors Harbert Growth Partners, Arborview Capital and Tao Capital Partners, and existing investor SJF Ventures, also participated in the round. The cash injection is hoped to expand the business and to engineer new products in response to increasing demand for sustainable thermal packaging.
14 Jan 2019 --- Family-owned Bavarian mustard producers Mari-Senf has launched a new Bag-in-Box dispensing system which has “huge plastic waste reduction potential.” Designed by DS Smith’s UK Rapak division in collaboration with Swedish dispensing specialists Asept, the Bag-in-Box design aims to minimize serving and clean-up time for street food kiosks, making it ideal for events such as Germany’s Oktoberfest.
11 Jan 2019 --- In Part 1 of Packaging trends 2019, PackagingInsights explored the biggest driver in packaging today: sustainability. Sustainability is at the center of another major trend – the rise of e-commerce – which is set for a pivotal year, especially after Amazon announced that its Frustration-Free Packaging (FFP) program will be enforced with financial penalties as of October 1, 2019, in five major EU countries and August 1, 2019, in the US and Canada. Part 2 explores this major trend in addition to another anticipated development in 2019: the continuing popularization of connective packaging technologies.
11 Jan 2019 --- In packaging news this week, research by the European Plastics Converters Association (EuPC) has highlighted the need for quality recycled plastic materials (rPM) in the packaging industry. This is especially if the increase of rPM envisioned in the Plastics Strategy is to be achieved. In further news, Atlas Holdings acquired Saxco International, while Mondi invested in its Austrian plant to boost its ability to offer liners for flexible intermediate bulk containers. SIG showcased a novel way in which to recycle used beverage cartons by building a school canteen in Thailand entirely from recycled cartons.
11 Jan 2019 --- Plastic film specialists Südpack will begin the commercial rollout of its easy-to-recycle Ecocraft Skin packaging this year. Ecocraft Skin is aimed at helping meat, fresh fish and cheese products attract attention in the refrigerated and frozen food sections with its paper-like look. The pack is designed to improve sustainability levels while, significantly, it does not require food manufacturers to invest in new thermoforming machines.