Case Study: Axe / Lynx Bullet

NS packaging design team created the first pocket aerosol dispenser
Axe Pocket Aerosol product packaging designed by Nottingham Spirk
Axe Bullet - innovative product packaging designed by Nottingham Spirk

The Packaging Innovation: Make it Pocket Size

Designing the first palm-sized pocket aerosol dispenser was challenging enough. But to reside in the pants pockets of young men, the spray head needed a clever lockout mechanism. To attain the unprecedented small size, many sealing and dispensing challenges needed to be overcome to make it a marketable consumer product. Even the client was skeptical of this new idea, but our creative packaging design team pulled it off.

The retail price had to remain in impulse-buy range, so Nottingham Spirk helped to develop the supply chain. The blended team of our product designers and engineers helped Unilever by taking numerous trips to Japan, Australia, the UK and Thailand to help create efficient production methods for tens of millions in annual unit volume.

Innovative Packaging Opens New Business Channels

The patented Axe Bullet invention opened up new business channels and promoted point-of-sale purchases at checkout counters, video game stores, airports, even vending machines — and is helping to foster a new generation of male fragrance users. Known as the Axe Bullet in the U.S. and the Lynx Bullet in other countries, this packaging design innovation is a worldwide favorite.

This open innovation product line is protected by 5 Nottingham Spirk developed and issued patents and several more U.S. and international patents pending for Unilever.

Learn more about Nottingham Spirk’s expertise in the product packaging design industry, as well as our innovation approach.

Axe Logo

The challenge was to create the first palm-sized aerosol dispenser small enough to reside in pants pockets. The client was skeptical of this new idea, but our creative packaging design team pulled it off.

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