Client: Old Spice “Pure Sport”

Problem:

Old Spice needed a way to capture a key target audience of young men ages 18–24 for their “Pure Sport” line of deodorant while still maintaining brand authenticity and noticeability.

Solution:

My design draws on vintage gym branding, a trending aesthetic for Gen Z & millennial young men.

Role:

Designer

Awards: Chosen as Best Design by Old Spice CFO

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  Stripes

  The two lines resemble the stripes of athletic socks while drawing the eye to the “Pure Sport”.

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  Wheel

  Resembles a captain’s steering wheel and a barbell plate.

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  Stars

  Represents heritage, pride and valor. Combined with the Old Spice plate, it creates the classic Old Spice patch.