Dove Men+Care has rolled out a bold new look for its deodorant line, with designs from JDO.
Dove Men+Care needed packaging that both commands attention but also simplifies navigation and reinforces its premium positioning.
At the heart of the redesign is a sleek, refined aesthetic that eliminates clutter while amplifying essential brand assets, creating a look that is both bold and premium.
The refresh introduces a new strategic framework anchored by a curved branding divide, which frames the Dove Men+Care logo on a sleek graphite grey base. Imbued with meaning and purpose, this framework ensures consistency and cohesion, enhancing portfolio navigation, supporting future innovations, and maximising shelf presence.
Fragrance stories are conveyed through macro photography, highlighting sensorial and natural details with vibrant colours that engage consumers while emphasising the unique benefits of each variant.
Ray Smith, creative director, JDO, said: “Our challenge was to create a look that’s as purposeful as it is striking. The curved brand asset on a clean graphite-grey backdrop gives the brand’s logo a strong, consistent home, while the bold macro imagery celebrates the vast range of products across multiple formats. The result is a design system that feels instantly Dove Men+Care and leaves plenty of room for the brand’s ambition for growth.
Dennis Chua, associate director, Dove Men+Care Deodorants, Unilever, said: “This packaging refresh encapsulates the essence of Dove Men+Care – combining care, confidence, and connection into a design that is both meaningful and visually compelling.
“JDO’s work has elevated our range, creating a framework that not only enhances the product’s premium appeal but also empowers men on their self-care journeys.”