Old Spice Tradewinds


Cologne-inspired scents deserve a bold and straightforward look for the first release from Old Spice in 2020. The studio designed this new product offering from the ship deck up, including product nomenclature. Borrowing cues from the Bourbon category, we designed and leveraged a wax seal that held scent icons built from the brand’s iconic badge to elevate and dimensionalize the simplistic, stripped back label architecture.

Developing an icon set reflecting each of the three product offerings was key. Carving these nautical icons out of a badge-based visual language relate to Old Spice’s iconic hexagonal badge.

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