Axe Icon2 wins third packaging award

7th January 2015

Seymourpowell is pleased to announce the Axe Icon2 has won a WorldStar packaging award in the health and beauty section.

Seymourpowell is pleased to announce the Axe/Lynx Icon2 has won a WorldStar packaging award in the health and beauty section. Icon2 was eligible to enter the global packaging award as a result of recently winning two Starpack gold’s.

The judging session took place on November 19th in Colombo, Sri Lanka.

Launched earlier this year, Axe Icon2 takes Unilever’s Axe/Lynx brand into the future, with a more premium feel and new standards in user engagement, delivered by innovative aerosol shaping technology and design ingenuity.

When not in use, the button on ‘Icon2′ is flush with the top, and the action is locked (so it won’t go off inadvertently in your bag). Twisting the top engages a sophisticated ‘mechanical ballet’ of movement, which lifts the button up and then inclines it backwards into the ready to use position. As the button rises, it reveals a flash of colour specific to the variant.

This ‘mechanical ballet’ is not only very practical, but also intriguing – on the one hand effectively locking the spray and, on the other counter-intuitively lifting up the button in order to it press down. This action gives the product a sense of fascination, delight, playfulness and emotional engagement, which are at the heart of the Axe brand.

Axe/Lynx Icon 2 from Seymourpowell on Vimeo.

For more information please contact lucy.kirby@seymourpowell.com