Axe/Lynx Icon2

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  • 2015

  • Communication
    Packaging

Designed By:

  • Seymourpowell

Commissioned By:

Unilever

Designed In:

United Kingdom

Whilst Unilever remained fully confident with the three-dimensional brand manifestation of the existing Lynx can, there was a need to stay ahead of the competition by securing a design for the ‘next generation’ of body sprays.

The new design needed a strong, sophisticated-but-youthful identity, as well as being appealing, intuitive and uncomplicated to use. With a design which spoke to a global audience it successfully met its targets whilst remaining suitable for mass production.

Using emergent design language for consoles, gaming and mobiles, the Lynx ‘Icon2’ developed the existing emotional qualities of Lynx – humour, sexual attraction and masculinity – and expressed them in the physical form.


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  • CHALLENGE
  • Unilever wanted to future-proof the Icon2, creating a premium feel that engaged with the user. The round to square aerosol (setting new standards in shaping technology) flows seamlessly into the actuator. The result is a singular form, which is pure, simple and confident, providing a broad canvas for graphics. When not in use, the button on Icon2 is flush with the top, and the action is locked. Twisting the top engages a sophisticated 'mechanical ballet' of movement, which lifts the button, flashing a splash of colour specific to the variant. This action gives the product a sense of fascination, delight, playfulness and emotional engagement at the heart of the Lynx brand.