The design of the new range, led by international design agency JDO, aims to combine wellness benefits, the goodness of natural ingredients and ‘clean beauty’ elegance for shelf appeal.
Justine Guicherd, client business director, JDO, said: “Our task was to shake up the category with a truly premium design that reflects the promise of clean beauty and wellness through simple ingredients whilst also embodying the nourishing care expertise that people know, trust, and love from Dove.”
Ben Oates, co-founder and creative director, JDO, added that the primary focus was to ‘vividly illustrate’ the enriching effects of vitamins, and maintain a sense of softness and sensorial appeal: “Our deliberate use of white space serves to accentuate the beautiful science that underpins the products, while pops of vibrant colour amplify the brand’s optimistic spirit. The true achievement, however, lies in liberating the bird from the wordmark. By allowing it to fly solo on the lid, the design elevates Dove into the premium space with a distinctive and iconic touch.”
JDO also created a series of key visuals and animations to support the launch.
Laura Kleffer, global brand director, Dove, said: “Dove VitaminCare+ is set to play a key role in reasserting Dove’s position as a leader in deodorants as well as the growing wellness sector.
“JDO’s design skilfully encapsulates Dove’s vision of real beauty with a beautiful minimalist look that is more than skin deep. It embodies our ongoing dedication to providing premium beauty experiences that resonates with consumers looking for both effectiveness and exquisite design.”
