Traditional axion (or ALP) models assume the axion does not distinguish between fermion generations, i.e. it is flavour-blind. This is not the case in flavoured axion models, where the axion resides within the scalar flavons that dictate fermion mass structures. Such an axion can arise quite naturally from models with discrete flavour symmetries, with flavour-violating couplings to fermions. Its couplings are entirely fixed by mass and mixing data. I will discuss the phenomenology of flavoured axions, in particular contributions to heavy meson decays, neutral meson oscillations and lepton flavour-violating processes.