Irish Spring Relaunch

Irish Spring embarked on a comprehensive update that included a refreshed logo and packaging design.
To launch this transformation, we crafted a captivating campaign titled "Smell from a Nice Smelling Place," unveiled during the high-profile Super Bowl event.

The campaign extended beyond traditional media through a vibrant e-commerce experience, where we utilized unique photography and innovative set design to evoke the essence of a nature-inspired, imaginary landscape within consumers' shower and bathtub spaces. By pairing distinct scents with these imaginative landscapes, we created a multisensory journey that embodied the brand's refreshed identity.

Our art direction ensured that the digital execution harmoniously connected with the overarching campaign theme, successfully revitalized Irish Spring's image, bridging the gap between heritage and modernity, while captivating both loyal fans and new audiences.

Art Director/Designer: Devin Goetz
Photographer: Robbie Sokolowsky, Tribeca Journal
Stylist: Dominique Pagan & Diana Hu, Highgloss