Limited Edition: Broadening the Sensory Narrative
MY ROLE: I served as the strategic lead and primary advocate for the "National Parks" concept before a pivotal Walmart pitch. While internal stakeholders expressed concern that the direction strayed too far from traditional brand codes, I recognized a significant opportunity to capitalize on emerging "Great Outdoors" and "Americana” consumer trends.
SKILLS: Design advocacy, customer sell-in, National Park Foundation partnership presentation, art direction and adaptation
DESIGN AGENCY PARTNER: United and Aquent
CHALLENGE
The brand needed to expand beyond its signature scent to appeal to today’s male consumer who value variety in their daily routine. To win the brand needed to modernize it’s expression while echoing unmistakable outdoor freshness heritage
NOSTALGIC DISRUPTION
The "National Parks" edition was born from a strategic intersection of heritage and lifestyle trends. By merging the nostalgia of American classicism with Irish Spring’s iconic "fresh" equity, we created a visual narrative that felt both inherently authentic and strikingly disruptive.
ARTISTRY & CRAFT: ELEVATING THE BRAND NARRATIVE
To achieve an authentic heritage aesthetic, renowned British illustrator Andrew Davidson was commissioned to create a series of four bespoke, hand-painted landscapes. By moving away from digital rendering in favor of traditional artistry, we infused the brand with a sense of "crafted nostalgia."
