Axe is driving hype and excitement around its immensely popular fine fragrance range with the debut of two exclusive limited-edition cans, developed in partnership with two big names in the hip-hop scene: music producer Metro Boomin and rap sensation Coi Leray. Designed by independent design agency Sunhouse in collaboration with The Martin Agency, these cans are set to captivate a Gen Z audience and will be exclusively available at Walmart in the US.

With scents crafted by world-renowned perfume houses and bolstered by audacious PR campaigns, Axe’s fine fragrance collection has been turning heads and turning up the volume since it first launched in the US. These limited editions mark a pivotal moment for the range, aligning with the brand’s revamped strategy to foster cultural relevance through partnerships with exciting music artists. Metro Boomin, an influential producer within the hip-hop scene, and Coi Leray, a chart-topping rapper, were ideal collaborators. With fiercely loyal fan bases, they’re primed to help amplify Axe’s connection with Gen Z audiences who are passionate about music.

“We were ecstatic to dive into this project, teaming up with the dynamic Axe brand and the exceptionally talented Metro Boomin and Coi Leray. The artists were actively involved in the project, infusing their personal touch to create designs that ring true,” shared James Giles, Executive Creative Director at Sunhouse. “It’s been an exhilarating journey, allowing us to tap into the cultural powerhouse that is Gen Z while boldly pushing the boundaries of the brand in a vibrant, impactful way.”

Each can features an illustrated portrait of the respective artist, intertwined with symbols that reflect their unique style – Metro’s vibe is vividly captured with swirling keyboard keys and comic book motifs, while Coi’s features Koi fish and fluttering butterflies, tapping into her iconic visual assets and tattoos.

The overall aesthetic draws inspiration from the artists’ shared passion for anime and comics, allowing each can to tell a unique story while maintaining cohesion as a set. Vanilla flowers and lavender stalks are also incorporated to underscore fragrance credentials, a critical aspect given the fine fragrance range’s stellar performance in the market. The design is then finished with the artists’ signatures, serving as a definitive stamp of authenticity.

“We have enjoyed a longstanding partnership with Sunhouse. Their contribution to the success of Axe’s fine fragrance range has been invaluable,” said Stephanie Bau, Axe Global Brand Manager. “Designing these limited editions allowed their talented creative team to really shine, and we are absolutely thrilled with the results. Sunhouse’s collaborative approach and exceptional illustration capabilities have produced two stunning limited editions destined to become coveted collectibles. Their creativity and dedication were evident throughout the process, setting a new standard for our future limited editions.”