Axor is the luxury brand of the Hansgrohe Group. They updated their brand identity and positioning with a simplified stylish logo and a new tagline. An Instagram campaign was chosen to create brand awareness and to celebrate the visually sophisticated product forms that reinforce the tagline message. We created dramatic square crops of their branded black-on-black product images with keywords, logo and tagline. The Instagram page grid was considered for some image crops, where they were tiled to create larger images across the grid.