LYNX\AXE Bodywash

The LYNX\AXE Body Wash redesign was delivered within a highly compressed timeline, with the challenge of transforming a product that had been established in market for many years into a contemporary proposition that would resonate with Generation Z consumers. At the same time, the design needed to support LYNX\AXE’s strategic shift into the fine fragrance space, elevating perceptions of quality while maintaining the brand’s strong recognition and shelf presence.

Consumer scent testing had demonstrated that the new fine fragrances collection outperformed some of the world’s leading eau de toilette brands, creating an opportunity for the packaging to communicate a more premium and sophisticated fragrance story. 

Our solution centred on creating a refined, bottle that conveyed quality through form. The simplified silhouette and subtle crease detail connecting cap and bottle brought a sense of confidence and modernity, while creating a premium canvas for bold new 2D graphics. This balance between three-dimensional form and graphic flexibility ensures the design can evolve with the LYNX\AXE portfolio over time.

The previous generation of LYNX\AXE bodywash had been in market for many years, and with it an established heritage. A key requirement was to retain the heritage cap design that consumers already recognise and trust. 

By preserving this familiar brand asset and combining it with a more elevated bottle structure, the redesign successfully bridges LYNX\AXE’s heritage with its future ambitions.

Inspired by the simplicity and restraint often associated with premium fragrance brands, the final design delivers a cleaner, more sophisticated expression of LYNX\AXE. The result is a body wash pack that feels contemporary, premium and unmistakably LYNX\AXE, helping the brand connect with a new generation of consumers while reinforcing its leadership in fragrance-led personal care.