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DESIGN BUREAU
Pixels & Print
AWESOME ILLUSTRATOR
Noble carves his images using X-Acto precision knives on preinked clay boards, and shapes an image using an idea and his raw talent
Etching the Perfect Packaging Design Steven Noble’s engravings enliven Old Spice deodorant
Illustrator Steven Noble’s Old Spice deodorant labels take you on a trip around the world. The designs picture far-away places like Cyprus, Denali, The Matterhorn, and Fiji, somehow managing to make deodorant look sexy. The exotic scent-andlocation combo was a marketing move aimed at young men. Its goal: to prove that while Old Spice is rooted in its old-fashioned heritage, it isn’t just for dad. And thanks to Noble’s full-color scratchboard etchings, the fantasy of getting to a foreign land via your armpits is that much more in reach. a
OLD SPICE A BRIEF HISTORY OF AN AMERICAN BRAND In 1937, William Lightfoot Schultz introduced a line of toiletries based on the spices in his grandmother’s potpourri. More than 70 years later, Old Spice is still keeping men fresh and, well, spicy. Here’s a quick look at the changes on board the iconic brand with help from Old Spice collector and expert Creighton R. Fricek.
1930
1940
1950
1980
1996
Shulton adopted an Early American theme for the men’s toiletries, reflecting the importance of shipping to Colonial America. The original Old Spice for Men bottles and shaving mugs were made from pottery by the A.E. Hull Pottery Company in Crooksville, Ohio. The sailing motif was thought to appeal to a masculine market and, consistent with the Colonial Americana theme, they selected a sailing clipper ships of the 18th century to represent it.
A decade later, Shulton turned to the Wheaton Glass Company in Millville, New Jersey, to produce molded glass containers. The uniquely formulated opaque cream-colored “pottery glass” allowed Shulton to expand its production capacity to keep up with growing demand for the products.
In the late 1950s, the classic line-drawn ships were replaced and updated with a graphic look of solid, simple white sails.
A more dramatic brand change occurred in 1980 with the introduction of the solid blue band with the script Old Spice inside.
The brand was sold to Proctor and Gamble, who decided to abandon the traditional Colonial sailing ship logo for a more modern, stylized racing yacht. However, their move to update the brand didn't stick around too long, as the old worldstyle boat is back on the logo today.
Old Spice photos courtesy of Creighton R. Fricek and cr8on.com