PB Creative puts the gift back into gifting for Lynx
New gift packaging aligns with Lynx’s global repositioning, launched earlier this year
Lynx (Axe outside the UK) has revealed a new look for its seasonal gift packs for 2016, designed by branding and packaging consultancy PB Creative. The pack design aligns directly with Lynx’s global brand refresh, which was also developed by PB Creative and was rolled out earlier this year.
Aligning the message
The brand’s key focus when developing the gift packs for 2016 was to bring the seasonal range in line with the core brand, leaving much greater synergy between the two. Alina Maatjes-Siletskaya, Global Brand Development Manager at Lynx, says: “Lynx gifting business is our annual opportunity to let the world know our news on the brand during the festive season, and we have never had a bigger story to tell than this year. Lynx gift sets are carefully selected collections of products and gifts that help our guys on the journey of finding their magic, making the seasonal line a natural extension of the master brand and consolidating the messages we launched with the brand’s repositioning earlier this year. PB went beyond applying the brand’s new visual identity to a single minded, premium and sophisticated design for Lynx gifting – their innovative thinking around modular packaging solutions have enabled us to manage the expanding complexity of our global gifting business”.
A premium feel
In line with the recently refreshed master brand, PB Creative has established a more aspirational range of gift packs across both core and premium collections, moving away from standard stereotypes to create a sense of excitement and intrigue for the recipient. The existing conventions of gifting have been challenged, using new cube-like formats for the core range as well as introducing sleeved tins for the premium packs. Pack imagery is used in place of the standard ‘pack window’, a feature that has hindered a more premium perception in recent years.
Ben Lambert, co-founder and creative director at PB Creative, explains: “Our overarching goal for this project has been to put the gift back into gifting. For too long, personal care gift packs have been geared towards the purchaser and not the recipient, with the packaging revealing too much about what’s inside and leaving no sense of intrigue. The new Lynx packs re-establish that element of mystery, meaning that after the wrapping paper is taken off, the recipient still has layers to explore before reaching the products inside, prolonging the experience of receiving the gift.”
