Axe & Co partners with consumer and lifestyle brands at moments of growth, evolution, and reinvention, shaping positioning, identity, & creative expression through strategy, design, and direction.

Josie Maran
Aveda
Caudalie
Darphin Paris
ElemisFresh
Jo Malone London
Shiseido
Bellocq
Common Good
Design Within Reach
Kohler
John Lewis
Martha Stewart Living
Rizzoli
Williams-Sonoma
Gwyneth Paltrow
Simply Gum
Pamela Anderson

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Josie Maran

Rebrand & Packaging | Repositioned cult eco skincare pioneer Josie Maran for a new era of prestige retail, creating an award-winning identity that elevated perception, strengthened consumer confidence, and supported its Sephora relaunch.

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Josie Maran

Brand Content Creation | A full-channel campaign bringing the newly minted “Feel Good Naked” tagline to life, celebrating confidence, authenticity, and natural beauty.

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Jo Malone

Brand Content Creation | Created a cinematic launch campaign for Jo Malone London that translated British heritage into a contemporary fragrance story, building anticipation and deepening emotional connection across channels.

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Ealiare

Branding & Packaging | AI-driven brand development creating a full identity, guidelines, typography, and packaging, balancing contemporary edge with timeless character for a high-impact all-channel debut.

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Nadel

Branding | Transformed a product design studio into a distinctive standalone brand, re designing it’s identity, strengthening creative direction, and creating a more intuitive customer experience.

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Bassett Hyde Linens

Brand Identity | Guided a multi-year brand evolution for Bassett Hyde Linens, refining its avant-garde identity through a new logo, elevated art direction, and digital storytelling to strengthen recognition and position the brand for continued growth.

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Wythe Hotel

Brand Content Creation | Created a visual content strategy that captured the Wythe guest experience across web, social, and print, reinforcing the hotel's distinctive character and inspiring future bookings.

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Navy Hill

Brand Content Creation | Created an all-channel content campaign that reinforced Navy Hill's premium positioning, making its tequila sodas the natural choice for elevated cocktail-hour entertaining.

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Navy Hill

Brand Content Creation | Navy Hill’s Cinco de Mayo social campaign was designed to build anticipation through elevated cocktail storytelling, increasing audience engagement while strengthening brand perception.

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I Love You by Pamela Anderson

Book Design & Art Direction | The creative direction for Pamela Anderson’s cookbook sparked widespread media attention, resonated with both readers and critics. The design earned James Beard Award recognition and became a New York Times bestseller.

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Simply

Packaging | We redesigned Simply’s packaging with a cohesive typographic and photographic system that strengthened the core brand and created an easily expandable system for Sugar Free and Functional ranges.

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Bellocq

Packaging | Working with the team at Bellocq we extended signature tea packaging into a new sachet format, preserving brand equity while creating a premium experience that broadened appeal across retail, hospitality and travel.

Clients