Dove Style+Care wants to transform from being 'something consumers want, to something consumers desire'
Haircare brand Dove Style+Care has redesigned its packaging range in hopes of shifting the brand from being a necessary purchase to a desirable product.
Dove
The North American Unilever-owned brand wanted to “re-energise” its packaging to feel more premium and modern, and tasked JDO Brand & Design with redesigning the range. The brief was to communicate Dove Style+Care’s styling attributes as well its caring for hair qualities.
The resulting design features a new brand lock-up to give greater visibility and reflect the care aspect of the range. The + marque brings the proposition of styling plus care to the fore and a new colour coded ‘wave’ icon represents the movement of hair. Gold elements have been added and the typography is cleaner to increase premium cues and support range navigation for consumers.
Leandro Barreto, senior global brand development director Dove Hair, commented, “The upgraded Style+Care range needed to sit comfortably among the rest of the Dove family but move forward in terms of styling. JDO has created a sophisticated and exciting range design which we hope will encourage consumers to add Dove Style + Care to their repertoire of haircare products.”
JDO Brand & Design originally redesigned the range in 2012, and post launch it saw an uplift of 46 per cent in average year growth.