Brand design consultancy Elmwood has revealed an exciting new identity for the men’s grooming AXE/Lynx range, while another well-known design and innovation company Seymourpowell has designed the bottle for it, “Icon2.” The challenge was to capture the unique, sophisticated yet youthful identity of the fragrance with the contemporary graphics and an intuitive design. The designers were approached with a task to communicate the humour, sexual attraction and masculinity AXE’s ethos using a playful, eye-catching and visual language.
Author: Anna Rudenko
Following in the footsteps of alcohol brands like Hendrick’s Gin, Jack Daniel’s and Luksusowa, the non-FMCG brand San Antonio Tourism has released its men’s guide dedicated to the romance code of a true gentleman. San Antonio, Texas (also known as the City of Yellow Roses) is considered one of the top 10 romantic places in the U.S., and with just two weeks left before V-Day, the city set to promote itself proactively among the men who are in charge of selecting the right destination for the Valentine’s weekend.
Virgin Active is rolling out its ‘Live Happily Ever Active’ social media campaign, urging people to explore some new, non-traditional workout experiences every day. As part of this promotion, started on January 1, the brand has released a controversial spot dedicated to… clenching as an alternative fun way of burning extra calories.
The sportswear major brand Nike teamed up with the independent Japanese artist Yuko Kanatani for the Tight of the Moment project, that merges athletic performance and offbeat artistic philosophy. Together, they’ve created a capsule collection that includes NTM-Magical Kaleidoscope tights and a bra with a pattern that highlights the key heating and cooling zones of a body in action.
As part of its 2014 Valentine’s Day campaign in Japan, Godiva asks customers to use good old facial language instead of fingers to send a message of love to their dear ones. The chocolate brand has teamed up with Saatchi & Saatchi Fallon Tokyo to let the traditionally reserved Japanese express their emotions freely and forget about common “poker face” expression at least for the festive period.