As the brand began to gain traction with it’s new found swagger, P&G engaged Landor to revamp the brand’s communication through messaging and visual identity.
The Old spice identity has always been associated with a nautical theme. Why? Founder William Schultz chose colonial ships because of their association with shipping spices.
That sentiment however was lost when in the brand replaced the colonial ship with a sailboat in the 70’s, which remained until place until Landor revived the brand heritage and original colonial logo to return the brand to it’s roots.
Landor worked closely with Wieden+Kennedy and Citizen Relations on the Old Spice repositioning strategy.
The brands messaging played on the traditional idea of manliness, providing tips, suggestions and rules on how to by manly, leveraging old world type, illustrations and tone of voice.
Manliness 101 and the Manbook articulated the cheeky principles behind the Old Spice brand, which acted as an internal brand guide for brand representatives.
Through the Manbook, the language and tone of the brand extended to packaging, website copy and right across the Old Spice touchpoint suite.