Garin Online

Simplicity and Beauty in Package Design | April 22, 2010

New work from Landor for Old Spice.

With customers complaining that Old Spice’s old musk smell has always remained the same, Old Spice decided to release a series of new scents not given names like “New Wave”, “Fresh Start”, or “Invigorate”. Instead, they released a series of smells that are exotic location based, and Landor designed some sweet new packaging to go along with it. Above you can see the Denali, Fiji, and Matterhorn scents. Now, I could not even begin to guess what these scents would smell like, I’m a huge fan of the new look and the bold step away from the crappy selection that is men’s deodorant.

I like the switch from dark bottles to the white ones. Clean, concise, and very reflective of what the American public is feeling right now. At the far end of this recession, Americans are looking for clean and simple product design. You will see it all over the place, companies are using a lot of simple color and design patterns. Sometimes black and white with one accent color. Sometimes a very simple design scheme. It seems that we are tired of complexity. At home, in the news, and in our commercial design. And these new designs from Landor mirror that wonderfully. You have the red Old Spice emblem, and then you have an accent color for the location banner. And to integrate the central emblem into the scene, you have one piece of nature going in front of it in every scene. A tree in Fiji, a hillside in Matterhorn and reeds in Denali.

I will definitely be trying these out in the future. I think I’m going to start with Cyprus. The light blue of the location banner and the scene itself seem to reach out to me more than any of the others.


1 Comment »

  1. Interesting redesign. The packaging looks very feminine to me and quite a departure from the bright red they’ve been using.

    Comment by Kurt Komaromi — April 24, 2010 @ 10:08 pm

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