Axe (Lynx in the UK) has introduced a new gifting range with a holistic 2D and 3D packaging design by London-based Axe brand guardians, PB Creative.PB Creative devised a layered approach to the unwrapping experience. Seasonal gift packs typically feature large windows to showcase the products inside, leaving little to the imagination. These were eliminated to allow a much bigger graphic canvas with pack imagery of the contents, delivering a premium, desirable and heroic feel. The result is truly celebratory and puts the gift back into gifting.Another key factor in the brief was to develop a range of new 3D core structures for each tier that would streamline the portfolio and improve sustainability. Three largely paper-based structures were created – hexagonal-to-round containers, hull and slide boxes and sleeves to encase rucksacks and washbags. The team at PB Creative also devised an innovative packaging strategy that eliminates the need for internal plastic trays, using predominantly paper-based materials to create a fully recyclable pack. As a result, gift configurations are totally flexible in pack, complexity across the whole portfolio has been reduced and sustainability maximised.