The historic brand now has a new visual identity, which reflects its technical positioning and its ability to evolve to better meet consumer needs. Axal’s new look comes with several new features.
Axal is a brand of salt tablets for water softeners that has been operating for over fifty years. Available in almost all stores, it is often recommended by professionals and softener installers. Axal has continued to improve its brand image, by offering ever more qualitative products and rethinking its packaging. Its water softener salt has a sodium chloride level greater than 99,9 %. We are talking about very high purity. The shape of the pellets, round and domed, was designed to limit contact points and guarantee optimal water circulation. Furthermore, Axal tablets are twice as resistant as a carton. Axal, which placed emphasis on its point-of-sale communication, is today the leading brand sold in large and medium-sized stores : at the end of June 2023, Axal held 74,7% market share in supermarkets and up to 80,6% in GSA. Salt in tablets, flagship product of the market of which the 25 kg bag is the reference format, alone represents nearly 88% of volumes sold in DIY supermarkets, and more than 65% of volumes in supermarkets.
The new visual identity
It reflects the innovative character of the brand. Axal has overhauled its graphic identity and launched a new website. We find colors reworked in the codes of the moment, while retaining the orange, brand identity color. The addition of white brings the notions of softness and purity dear to Axal. The universe of water is symbolized by the drop. With this new design, Axal intends to stand out in a market which has seen, in recent years, a rise in competition.
New products
Axal launches a block concept and expands its range in large DIY stores with a 15 kg format. The brand will also soon extend its range to the DPH sector (drugstore, perfumery, hygiene) with the launch of baking soda for maintenance. On shelves since 2021, the Axal salt block is a new product offering greater ease of use. Its launch, in a sector that lends itself little to produced innovation, was a real event. The shape of this block is patented, particularly because its wavy shape allows good water circulation. Furthermore, it is easy to transport, to use and store, which allows a gain in practicality, comfort and space. With its weight of 2,5 kg, it’s a concentrate of features. For its products, Axal has designed ergonomic packaging, practical and increasingly ecological thanks to its bags made from 30% recycled plastic or its packaging made from recycled cardboard. The brand belongs to the K+S group, who received the EcoVadis silver medal in 2023, for all of its CSR commitments.
A K+S FRANCE BRAND
Based in Reims, K+S France is part of the German group K+S Minerals and Agriculture GmbH, producer and distributor of fertilizers for the agricultural sector and salts for mass distribution and industry. The group is the largest supplier of salt products in the world, the fifth largest potash producer in the world. Created in 1969, Axal initially offered its products only to professionals (water caterers, plumbers, resellers). It was the first brand to conquer the supermarket sector.
