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Irish Spring Rebrands, Emphasizing Products’ ‘Smell from a Nice-Smelling Place’

Looking to appeal to a younger male consumer, Irish Spring updates its look, with a sleek new bottle shape that provides a canvas for travel poster-like images highlighting the refreshing destinations of Irish Spring.

The design team married the new brand promise, smell from a nice-smelling place, with the versatility of its iconic assets to create a sleek, modern look that pays homage to the brand’s legacy.
The design team married the new brand promise, smell from a nice-smelling place, with the versatility of its iconic assets to create a sleek, modern look that pays homage to the brand’s legacy.

Since Irish Spring soap was introduced in 1970, brand owner Colgate-Palmolive has touted the distinctive original fragrance of the green-and-white deodorant bar soap targeted to men who want to smell good. Since then, the brand has added several scents and products, including a range of body wash products.

Looking to expand its appeal to a younger male consumer, Colgate-Palmolive recently tapped graphic design firm Chase Design Group and structural design company Tin Horse to work as a team with the Colgate-Palmolive Global Design Brand Group for a rebrand that better reflects stylish, modern masculinity.

The design team married the new brand promise, smell from a nice-smelling place, with the versatility of its iconic assets—a richer-green Irish Spring structure, a white brand mark, and a golden clover symbol—to create a sleek, modern look that pays homage to the brand’s legacy.

The Irish Spring bottle before and after the redesign.The Irish Spring bottle before and after the redesign.“Communicating the pure essence of Irish Spring required moving beyond its past and developing a discreet and stylish presence with a system that facilitates distinction between the variants,” says Steve Dunphy, executive creative director, Chase Design Group, New York.

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