My goal with this project was to move the AXE brand into a more upscale market and in order to do this I redesigned the logo to be simple and elegant on either a black or white background.

I used the axe from the main logo as an identifiable secondary logo that could be used on small items as well as promotional materials.

The containers were also redesigned to have a more minimalistic and timeless look to them to help promote the new upscale look of the brand.