For the first release from Old Spice in 2020, we bestowed the cologne-inspired scents with their nautical names, packaging, and iconography. Borrowing cues from the Bourbon category, we designed and leveraged each icon within a wax seal to elevate and dimensionalize the classic, 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.