Process Journal

 Process Journal

Isabel Engel

 19/1/21

Old Spice Deodorant

This is my deodorant. I tend to use men's deodorant because I prefer musky scents than the floral scents that usually come with women's deodorant. Being a female using men's deodorant, I've noticed a lot about the design, especially regarding its focus towards men and being manly. First of all, Old Spice tends to use words and fonts that are traditionally associated with being a man, especially an old fashioned man. For example the label describes the scent as "swagger" or "confidence." These words are also in vintage or masculine looking fonts, while women's usually has very feminine typography, usually utilizing lots of cursive. The imagery on the Old Spice also is very reminiscent of an "old fashioned man." The lion in the background can be associated with courage or bravery. Old Spice uses these images and fonts, because they want the men that buy their deodorant to feel masculine, manly, classy, brave, etc.