• Transform magazine
  • December 07, 2022


PB Creative designs packaging for LYNX seasonal gifting range

  • Pbcreative LYNX Gifting2021 P3
  • Pbcreative LYNX Gifting2021 P2

London-based creative agency, PB Creative, designed the packaging and identity for the seasonal gifting range of Unilever-owned male grooming brand LYNX. This marks the first gifting release since the brand’s relaunch.


PB Creative needed to develop a design that best showcased the new identity, whilst also delivering something different at shelf that would appeal to both gifter and giftee. The agency amplified the graffiti inspired illustrations across the pack. These assets, which dominate the design, aim to deliver dynamism on shelf, while the concrete style background seeks to add context and a subtle urban edge.

“Following our successful Masterbrand relaunch earlier this year, we aspired to use the gift packs as an opportunity to play with the new expressive visual assets we created, dialling up their presence and dynamism for maximum stand out and appeal. And, as for any gifting range, we needed to find the perfect balance of clarity and creativity – the pack needs to clearly define what it includes but in a visually exciting and impactful way,” Ben Lambert, co-founder and creative partner at PB Creative.

For the product depiction, PB Creative chose a dramatic composition that aims to echo the spontaneous energy of the graphics, further dialling up the expressive personality of the brand. The overall bold design seeks to appeal to the attitude of our Gen Z consumers.

“The Masterbrand relaunch has been a huge success for the brand. This season’s gift range perfectly demonstrates the huge potential of this new expressive visual identity beyond the core range, and we can’t wait to see how this develops further in future innovations, activations and brand experiences,” says AXE global design for eCommerce and gifting innovation manager Andrea Capano.

The seasonal range, in fact, reflects the new masterbrand PB Creative designed for Lynx in April 2021, which aimed to put street art in the hands of every Lynx customer across the globe. The agency created a detailed back story for each of the brand’s fragrances, before briefing street artist, Ben Tallon to bring their vision to life as a range of graffiti inspired illustrations.

In line with Unilever’s aim to make its products sustainable, PB Creative has progressively moved the brand’s global gifting range towards being plastic free. It replaced all the thermoformed inserts with brand paper bags, removed all plastic windows and made the lid on the hex to round gift packs from pulp. This renders the entire rage completely plastic free.