We’ve been a creative partner with Axe for many years, helping it keep ahead of the pack in the male personal care sector. But when that means structural innovation on a global brand, an interesting challenge is raised: how do you research designs that won’t launch for three years?



We’ve developed a methodology that allows consumers to guide design development focussed on emergent (future) trends – so designs don’t get shot down just because they’re ahead of the curve.



What that means for Axe is a shower gel pack that conveys the kind of gravitas, masculinity and dormant power that’s expected of the brand, coupled with a sophistication and neatly interwoven form & function that’s expected of cutting-edge products of today. Not bad for three-year-old research. Read more here.