Irish Spring / National Parks Edition
Irish Spring / National Park Limited Edition
Client: Colgate-Palmolive
Brand: Irish Spring
Category: Body Wash
Scope: Brand Strategy · Limited Edition Packaging - Illustration Direction - Production Realization
The Brief
Extend Irish Spring’s iconic freshness into a limited-edition program that feels premium, collectible, and unmistakably on-brand, while creating standout impact on shelf.
The Approach
United DSN developed the National Park Edition as a strategic brand extension, using America’s most iconic landscapes to elevate freshness into a location-based experience.
Bold, modern illustrations bring each park to life while preserving Irish Spring’s core equities, strong green architecture, clear hierarchy, and immediate recognition.
A Strategic Extension of Freshness
United DSN created the Irish Spring National Park Edition as a premium brand extension rooted in classic poster art. Each pack interprets a distinct U.S. National Park through refined, modern illustration, capturing expansive landscapes in a way that feels timeless, contemporary, and unmistakably ownable.
The result is a visual system designed for immediate shelf impact, emotional storytelling, and strong brand recognition at distance. Clear scent differentiation is purposefully tied to each environment, with a disciplined hierarchy that protects brand dominance, and premium cues appropriate for a limited-edition release.
Purpose-Driven Collaboration
Developed in partnership with the National Park Foundation, the program reinforces Irish Spring’s commitment to preserving America’s natural spaces, adding authenticity, meaning, and cultural relevance beyond the packaging itself.
