intriguing deodorant package that upset the consumer perceptions that all old spice scents smelled the same and that old spice scents were old and musky. landor associates cincinnati along with steven noble&rsquos illustrations were able to deliver packaging that clearly communicated a range of unique fresh fragrance experiences from old spice. delightful surprises, including sharks and bears were added to each illustration, enhancing the consumer&rsquos emotional connection with the fragrance as well as updating the traditional illustration style. red, traditionally the brands dominant colour, was used sparingly after it was identified as a signal of heavy, musky scents. source httpwww.packagingoftheworld.com201401oldspicefreshcollection.html
