Irish Spring Gets Fresh New Look

Consumers don’t have to be Irish to love the fresh, clean scent of Irish Spring soap. Since the brand’s introduction in 1970, Colgate-Palmolive has boasted the distinctive original fragrance of the enduring green and white deodorant bar soap targeted to men who want to smell good. Since then, the brand has added several scents and products including body washes.

Looking to expand its appeal to a younger male consumer, Colgate-Palmolive tapped creative agencies Chase Design Group and Tin Horse to work as a team with the Colgate-Palmolive Global Design Brand Group for a rebrand that better reflects stylish, modern masculinity.

“We created a restrained aesthetic style by using a title case and bold sans-serif typography that retains the fresh white color of the old brand mark, and added a lock-up with a stylized clover in a warm golden hue. It effectively serves as a timeless symbol for the brand’s legacy,” said Steve Dunphy, executive creative director, Chase Design Group, New York.

The design team married the new brand promise—smell from a nice-smelling place—with the versatility of its iconic assets—a richer green Irish Spring structure, white brand mark and golden clover symbol—to create a sleek, modern look that confidently pays homage to the brand’s legacy. The brand promise appears across all new advertising and marketing materials. 

For the bar soap, the richer green is enhanced by the new clover icon. The large multi-packs provide the canvas, similar to a travel poster, highlighting the refreshing destinations of Irish Spring. 

“The spirit and essence of Irish Spring is coming through in a fresh new way through breathtaking layered computer-generated images of landscapes that invite you into an experience,” said Monica Goodman (Colgate-Palmolive Design) and Jamila Aubain (Colgate-Palmolive Marketing).