Old Spice Deodorant Label Illustrations
Posted 5 years ago and submitted by Steven Noble | Share link: http://illo.cc/34287

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LandorPrint
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OLD SPICE FRESH COLLECTION / PROCTER & GAMBLE / LANDOR ASSOCIATES
We were challenged to design a new, intriguing deodorant package that upset the consumer perceptions that all Old Spice scents smelled the same and that Old Spice scents were old and musky. The proposition had to be relevant to young people within Old Spice’s key markets of North America, Latin America, and Eastern Europe.

“Procter & Gamble’s Old Spice brand was plagued by negative consumer perceptions that all the scents smelled the same, old and musky. Working as a part of a cross-functional project team, Landor Associates Cincinnati along with Steven Noble’s illustrations were able to deliver packaging that clearly communicated a range of unique fresh fragrance experiences from Old Spice.”

Description of how you arrived at the final design:
Following qualitative research, full colour imagery was identified as the best way to bring to life destination-themed fragrances. Steven Noble’s hand etched style of illustration common to 19th century nature books was leveraged to communicate Old Spice’s 70+ years of heritage. Delightful surprises, including sharks and bears were added to each illustration, enhancing the consumer’s emotional connection with the fragrance as well as updating the traditional illustration style. Red, traditionally the brands dominant colour, was used sparingly after it was identified as a signal of heavy, musky scents.

Read more about… Old Spice Deodorant Label Illustrations…



Steven Noble
Illustrator
Petaluma, USA
Tel: 707-789-0166
www.stevennoble.com/…

Steven Noble expertise includes, woodcut, engraving, line art, and pen and ink and scratchboard illustrations. He has mastered a wide range of detail and style within the scratchbo… Show more.

Message Steven
Profile updated 27th September, 2017
Member since 2nd February, 2010
Awards
Cracker Barrel National Addy Award 2010, 2006 Rosey Award
Clients
American Express, JP Morgan, Mercedes Benz, Exxon-Mobil, Sam Adams, The White House
Testimonial
“Steve is one of those rare creative types who can use both hemispheres of his brain to create tight, outstanding illustrations--every time. His website speaks volumes about the quality of his work, so let me speak to the quality of his ethos: Steve is sharp, friendly and very professional. He pulls out the stops and delivers above-expectation results consistently. Thanks Steve!” February 15, 2008 Steve Fischer / Fischer Design 2008
— Steve Fischer, Fischer Design