CONCEPT NOTE
AXE is a brand of male grooming products, owned by the British-Dutch company Unilever and marketed towards the young male demographic. Recently This brand launched their new product “WHITE LABEL”, a line of refined products designed to help you feel your absolute finest. Introduced new fragrances crafted with fresh notes across body wash, shampoo, styling products and the first ever antiperspirant dry sprays from AXE. I have designed a set of packaging for their various products like DRY SPRAY ANTIPERSPIRANT, BODY WASH, SHAMPOO + CONDITIONER, STYLE REFRESHER.
I have focused here on one of their sophisticated scents out of four, i.e., NIGHT (A cool rush of grapefruit, lavender, and cedar wood and praline notes). Firstly i have created a small box with separate lid. It’s a package for single product “Shampoo + Conditioner”. Inside this package there is a small case in which the product will be kept. Second package is basically a twin pack for “Style refresher and Dry spray antiperspirant”. It’s a long box in which moulds will be created to adjust these products to make it look presentable. The third package is a family pack which consists of “Body wash, Dry spray antiperspirant and shampoo + conditioner”. It’s a box with a flap. On the inner side of the flap it’s written “AXE GOLD PASS INSIDE” which is there to attract the target audience so that they try out this new product and can get a chance to win a Gold pass. The box displays the three products that will be inside the box. Lastly I have designed a carry bag, it’s basically a demo bag which has several sizes available for different products according to their boxes and here I have created its standard size. All these packaging have white as their base background colour. It has been kept white so as it goes along with the brand’s name and to give it a touch of elegance and purity of their scents. These boxes are different from the normal packaging of their product. A brief detail about each respective product is mentioned at the back of each packaging boxes. The main focus in all the packaging are its brand name and then its products.
