Every time the squeeze bottle was flipped, the brand identity got lost. So, I took on the challenge of designing an ambigram logo that reads the same way, no matter how you hold it. But this project isn’t just about redesigning a logo—it’s about exploring the potential of ambigram logos in package design. In a world where products are stacked, flipped, and tossed around, an ambigram ensures brand recognition from every angle. This simple yet strategic tweak keeps AXE’s bold, confident branding intact, whether upright or upside down.