Story – 1930s

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The powers of the medicated oil were not immediately recognized by everyone, and Leung Yun Chee faced stiff competition from competing brands in China and Hong Kong. Undeterred and naturally ambitious, Leung Yun Chee set about marketing his new product. Adopting the axe for its logo, he employed a team of illustrators and graphic designers to help him craft an enduring and now iconic, visual identity. This was a pioneering marketing move, and established Axe Brand Universal Oil as a cut above the rest. Next Leung Yun Chee started producing pamphlets detailing the benefits of the oil which he distributed all over Singapore, and sure enough, sales began to pick up.