Axe No. 5, MSCHF
Branding, Website, Packaging
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Branding: Christina Bull
Packaging: Christina Bull
Web Design: Christina Bull
Photography: Kendall Mills
Web Development: Jonny Thaw
Production: Lorenz Mager
Creative Direction: Lukas Bentel, Kevin Wiesner -
What happens when the most treasured brand in luxury fragrance meets the most reviled scent in locker rooms everywhere? Axe No. 5 reimagines Axe Body Spray – a notorious mass-market scent – as a glamorous brand experience. Through this transfiguration, Axe No. 5 emphasizes that mass culture, not just exclusivity, is a powerful force in creating societal icons.
Axe No.5
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Axe No.5 ✶
