Completely revamped and modernized to match current trends, the leading brand of salt tablets for water softeners has overhauled its graphic identity and is launching a new website.
Axal is a historic brand of salt tablets for water softeners, which has been operating for over fifty years. Available in almost all stores, it is often recommended by professionals and softener installers. It is today the leading brand sold in large and medium-sized supermarkets. : at the end of June 2023, Axal held 74,7% market share in supermarkets and up to 80,6% in GSA. The brand is now adopting a new visual identity, which reflects its technical positioning and its ability to evolve to meet consumer needs. We find colors reworked in the codes of the moment, while retaining the orange, which is the identity color of the brand. The addition of white brings the notions of softness and purity, also expensive at Axal, and the universe of water is symbolized by the drop. In addition to its product visibility window, the new identity highlights the advantages of its salts and their packaging. With this new design, Axal intends to stand out in a market which has seen, in recent years, a rise in competition.
House maintenance, new horizon d’Axal
Axal’s new look comes with several new features, including the launch of a block concept and the expansion of the range into 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.
