Why Old Spice?
Old Spice is the oldest masculine grooming brands that has a big audience (male and some female). This brand is certified a dude brand; however, men with curly/coily/wavy hair are always left out. Men are more likely to use Cantu men or a woman’s brand; that can feed on the toxic masculinity ideology society has put in place. Therefore, I created a line extension for these awesome people.
The reason Old Spice was the company I chose to extend a line was because the mark and acknowledgment it has across the globe. What better brand or way than using a well known brand for men to pursue this type of hair line?
STEP ONE:
This started with research and understanding the audience I am going to pursue with. Actually I started with deodorant that was gender neutral; however, I did not see any success with the product early on. One day I was in the grocery store and that is where my idea came to light; There was 3-0 men textured hair brands or lines, I was flabbergasted. I do believe we shouldn’t leave them in the dark, and I think Old Spice is a great brand to launch a Textured line extension. Below are what inspired me as we move forward; as well as how I was able to get the right ingredients, styling for each hair, and bottle ideas from other successful brands.
STEP TWO:
This next step was me researching now old spice brands, advertise, and show off their products. I wanted to stay cohesive with how their brand is and what design elements I can use to keep this within the brand. I went and got their hex color red and blues they use as an accent when necessary; however, I wanted to use those colors to communicate color coordination with each type of textured hair. I also looked how each sticker on each bottle is and conclude that they use a very different shape, and that I could use that in a more innovative way like elongating it. Below is what influenced me as well as helped me set the tone for the brand line extension to be successful.
STEP THREE:
For this step, its how I am going to create the tags for my new extension line. First it was a little harder to get the size because i missed the step of what my bottle size was going to be; however, after I finally got the bottle size which is a 32+ oz size, i started getting my tags measured. Below are the different die-lines for the line extension: first one is for the shampoos and conditioners, second one is for the shallow container for gel/cream/deep leave in conditioner/custard, and lastly is the gel holds tags in a squeeze bottle form (that will be shown under the die-lines).
STEP FOUR:
Now we are getting into the designing part of the project. This part was the longest part because I had went into 5 different variations of the design of the tags until I got the perfect one and it stood out to the audience. Each design is color coordinated with different hues of blue, in which still go along the Old Spice brand. Now, I have wavy, curly, and coily hair shampoo and conditioners for each. The wavy is the lightest blue and coily is the darkest; with that being said, slogans are made for each as well as icons for the bottles to be accessible.
