In a fundamental shift away from conventional gifting design, PB Creative has zero’d in on gaming as the latest ‘hook’ for Unilever’s Axe gift packs this Christmas.

Enticing shoppers with striking graphics and moody lighting reminiscent of high definition gaming, the agency aims to excite the young male Axe consumer through one of his primary ‘passion-points.’

Rooted in a world that guys know and love, the new range designs are influenced by iconic games like ‘Call of Duty,’ evoking a shadowy, atmospheric ambience where the variant story sits at the very core.

Gift purchasing is inherently different to any other shopping experience. It’s much more emotional with consumers searching for something special and relevant for their loved ones as well as wanting to fully enjoy the gifting experience themselves. PB’s approach shifts the focus back on to the recipient with a concept and design that fully engages the Axe consumer and ultimately feels completely part of his world.

“The challenge was to craft gift packs that were innovative and genuinely desirable to the Axe consumer”: says Ben Lambert co-founder and creative partner at PB Creative.

“We’ve taken an entirely different approach and created a bold, daring and revolutionary design system, inspired by the world of gaming and modern day platforms. Each variant has its own unique gaming aesthetic influenced by its name or story and actually looks and feels like a gaming box.”

Axe remains the number one male grooming brand in the world with over 30 markets launching the gift packs globally. PB’s new range designs will ensure that the Axe brand continues to lead the global gifting category in male grooming not just at Christmas but throughout the year.

The new gift packs launch this month and will be on sale in multiple grocers and pharmacies globally.