Axe No. 5, MSCHF
Branding, Website, Packaging

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

Axe No.5 ✶