Case Study: Dove Body Wash

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Updated hierarchy and visuals yield positive growth outcomes


  • Dove is a category leader in the skin cleansing category. It remains proactive about having relevant packaging and began a restage in late 2018.

  • Research began with exploring visual equities to guide the redesign and culminated with validation of a new design system in 2019.


  • The updated design leveraged Dove equities, retaining its strong shelf presence as well as brand values (moisture, superior skin care).

  • In addition, the updated label hierarchy and new visuals created better product differentiation as well as a more modern and exciting look.

Growth Outcome

  • The new design launched in early 2020 to much success. The brand garnered incremental distribution and household penetration gains.

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