Updated hierarchy and visuals yield positive growth outcomes
Context
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.
Learning
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.
