Smells Like American Spirit

This brand was created as standard-issue toiletries for US Military personell, and these products are shipped worldwide to servicemen and women in the field. When our client decided to launch the brand to the public, we helped update the look to be more consumer-friendly and share the inspiring brand story.


Branding / Packaging / Promotions

Logo & Brand Elements

Strong and simple, a military star becomes the symbol for this brand. We created a camouflage-style pattern from dark, earthy hues inspired by military uniforms, and brightened it up with an athletic, energetic green.

Messaging & Strategy

After experiementing with language and story, we landed on " Created for the military. Made for the outdoors." Because it focused on USoA’s target market of outdoorsmen, and created a strong connection to the brand’s creation story.