With every spritz of the musky, inviting Old Spice deodorant and each use of this brand’s products, customers enjoy the opportunity to breathe in those classic notes and, at the same time, note something iconic. This renowned deodorant brand and its additional products are wrapped and sold in incredibly iconic packaging.
The ongoing success of Old Spice is found not only in the unique blend of scents it offers. It’s seen in the remarkable packaging, which is unique in every way. Here, the packaging experts at The Packaging Company will explore the Old Spice packaging. We’ll delve deep into the evolution of this packaging and share why it’s stood the test of time.
The Story Behind Old Spice
First manufactured by the Shulton Company in 1934, the Old Spice brand of grooming products initially targeted women. But the success of this truly unique brand, initially launched with the name Early American Old Spice, soon expanded to include men’s products, which hit the shelves at the end of 1937.
The origins of this brand can be seen in other enticing scents and items; it was launched when William Shultz was inspired by the fragrance of his mother’s potpourri.
Additional men’s products came after 1937, with Old Spice for men, shaving soap, aftershave, and more all becoming available with incredibly eye-catching packaging. It would even expand significantly to include body washes, body sprays, and shower gels, with the gel travelling in packaging that read “If your grandfather hadn’t worn it, you wouldn’t exist”.
Old Spice and the Nautical Theme
What would be found on the Old Spice brand’s packaging in 1937 were sailing ships – a significant part of the brand’s nautical theme. Some of those well-known ships include the Grand Turk and the Friendship – the latter spotted on promotional pottery mugs that were sold as gifts alongside the Old Spice shaving soap.
As the packaging evolved, the brand identity stuck with the nautical theme. This was once inspired by a collection of early American objects and a colonial design that department store owner Harry Schwimmer recommended to Schultz. But the ships chosen for the packaging would not stay the same.
The 1990 Old Spice fragrances, which were now produced by Procter & Gamble, swapped out the sailing ship with a sailboat. These were simpler in design, with the mast being pulled by the wind and the blue lines of the sailboat standing out against the white background.
Yet the impression this brand had made on its consumers would remain as strong as ever, with consumers using Old Spice well into the noughties.
Old Spice Packaging Design: Colours and Caps
Other elements of the Old Spice packaging design would slowly change over time. Customers have noticed the cherished brand replace its light gray tone with white, which reflects cleanliness and pureness. This 1992 design would be sought after and featured in world-renowned commercials featuring Canadian actor Steven Ogg in 2016.
Those who wore Old Spice would also see the caps change in colour. Once a gray colour, the caps would become red in early 2008, a colour which the psychology of packaging colours suggests evokes desire.
Old Spice Packaging Materials
What also changed between 1990 and 2008 for Old Spice was the packaging materials. Procter & Gamble would introduce plastic bottles instead of the traditional white glass ones; this would mean that both the cap and the bottle would match, as both would be crafted from plastic.
Modern Packaging: Old Spice Today
Old Spice, today, looks nothing like its 1937 bottle. Though it is still renowned, customers note the shift from an all white plastic bottle to a bottle that is almost entirely dark red. Versions such as the “Pure Sport High Endurance” Old Spice deodorant would feature a large red cap, a plastic bottle, and a twist button that, when used, would push the deodorant stick from the container.
This version of Old Spice retains some of the white packaging elements, denoting cleanliness. They can be seen in the white hexagon custom label in which the red, cursive Old Spice logo can be seen at the top, with its iconic red ship logo.
Other Old Spice Packaging: Boxes
Looking back, though, there are still other iconic Old Spice packaging versions that are true masterpieces in design. The Old Spice custom box that contains a bottle of aftershave, for instance, looks stunning. Its red background is emblazoned with the masts of the ships that used to feature on the 1937 design.
These custom boxes also bear the Old Spice banner, stretching over the top left corner in a royal blue ribbon strip and filled with cursive writing. The aftershave and the shaving cream take centre stage in the box, but they are also protected by this packaging, which ensures these products reach their destination safely.
The boxes, without a doubt, call to mind the once popular after-shave lotion and talcum product packaging – red boxes with white lettering and the right amount of design white space to capture the attention of customers and show off the luxury quality that Old Spice products always deliver.
Old Spice Packaging: Final Thoughts on these Inspiring Designs
Since 1937, the classic musky scent of Old Spice has been wrapped in iconic and inspiring packaging. Its packaging has captivated customers for more than eight decades, despite becoming more refined, modern, alluring, and well-thought-out. Its packaging evolution is something to be marvelled at, as is the classic scent each box and bottle carries within.
As it is a product and brand that is so renowned, there’s no mistaking the appeal of Old Spice – it is wholly unique and memorable. And for these reasons, The Packaging Company has included Old Spice in our iconic packaging blog series.
