'His the Season

Old Spice was in search of a solution to drive irresistability, giftability, and collectability of their 2024 holiday offerings, and came to Durham for narrative concepts, visual identities, and scent nomenclature for the launch of the season's hottest stocking sniffers.

Designing a wide range of positioning considerations–from crassy to classy–Durham developed a collection that 'Smellebrates the Holi-Dudes'. What do you gift the dude who 'does the thing'? A limited edition collection of deodorants and body washes that look, smell and speak like the holidays for dudes.

Naming the holiday collection, pairing scent names with scents, and illustrating our new holi-dude characters on pack were all considerations we wrapped up (with a bow) and gifted to our dudes so they could properly smellebrate the season.