Move beyond a familiar silhouette.
In a visually repetitive category, attention depends on giving the product a stronger role in culture, gifting and display.
AXE × Closeup
A promotional packaging concept bringing AXE and Closeup together under “Freshness All Around.”
FROM
BRIEF TO
REALITY.
Give every fragrance a world.
The packaging architecture transforms each variant into its own environment while maintaining a shared structural idea across the family.
One range, multiple variants.
A shared pack structure and variant-specific colour coding connect the range across retail displays and product imagery.
MY ROLE.
I shaped the concept, structural direction and visual expression across the range, balancing individual personalities with family recognition.