AXE | Fresh Alman Style

Axe is unleashing a limited edition Body Spray tailor-made for the Gen-Z tribe, hungry for the new and unconventional. Introducing the scent of 'Fresh Alman Style' – a fusion of freshly-washed socks in sandals with a dash of 'Doppelapfel' from the shisha-bar, all encapsulated in a cheeky Louis Vuitton knockoff Packaging-Design that screams super practical sandals and bucket hats chic.

The product is a diverse representation of Germany, humorously brought to you by the one and only Slavik Junge, a Gen Z Youtube-Superstar renowned for his street-culture antics and cultural mashups. In a mockumentary-style short film Slavik takes us on a journey through the making of this one-of-a-kind fragrance, guiding us from the pitch of the idea, the intricate crafting of the scent, all the way to the final drop of the product hitting the stores.

Role: Art Direction, Product Design
Medium: Film, Digital & Social Media, Packaging
Year: 2021