Wild Spring
An Irish Spring sub brand
Client
Type
Role
(Team: Laci, Evan, Joey, and Jess)
Year
The Challenge
Understanding the packaging problem in soaps
The personal care industry generates massive environmental waste. American outdoor enthusiasts create over 2.6 million pounds of packaging waste on public lands annually equivalent to filling 43 school buses with plastic bottles and tubes. Despite their environmental values, these same consumers continue purchasing products with unsustainable packaging.
The Opportunity
Why eco-conscious outdoor men need better solutions
Underserved Market: Eco conscious outdoor men seeking products that align with their values
Irish Spring Advantage: Leverage 50+ years of trust and masculine positioning in the market
Perfect Timing: The sustainability shift creates an opening for a trusted brand to lead the transition
Our Solution
Introducing our sustainable sub-brand strategy
Wild Spring combines three core elements:
Biodegradable ingredients and traditional plastic-free packaging
Designed specifically for outdoor enthusiasts who want their gear to match their values
Leverages Irish Spring's trust while pioneering sustainability
Brand Promise: "Clean in every sense" - delivering effective performance without environmental compromise.
Brand Identity
Brand Positioning: For eco-conscious, outdoors-minded men who care about where their products come from and where they end up, Wild Spring is the sustainable body care brand that delivers crisp, invigorating clean using biodegradable ingredients and plastic-free packaging.
Positioning Strategy:
High Quality + Sustainable (premium positioning)
Expensive but justified by superior environmental credentials
Target: Ages 22-45, male-focused, active outdoor lifestyle, middle to upper-middle income
Brand Personality:
Voice: Crisp & confident, grounded in nature, conscious but not preachy, fresh but familiar
Tone: Informational, inviting, refreshing, respectful, down-to-earth
Key Words: Sustainable, fresh, clean, energizing, brisk, masculine, trustworthy, reliable, authentic
Target Audience
Brand Positioning
Whats the Mission?
How our packaging works in the real world
Voice
Brand Colors
Typography
The Logo
Logomark
Some Merch
Some Solutions
The Packaging Process
The Mockups
Packaging designs and mockups are in collaboration with Joseph Rodetis, Evan Fenly, and Laci Cooper.
Inside of the Packaging and yes it's real!
Storefront Packaging
Storefront Packaging - Before
Storefront Packaging Real!
