Agency: JDO, UK
Client: Unilever
Project Type: Commercial
Location: North America

JDO Upgrades Dove Style+Care for North America

JDO Brand & Design has continued its partnership with Unilever Personal Care to re-launch the Dove Style+Care range for the US and Canada. The agency redesigned the range in 2012. Post launch the range saw an uplift of 46% in average year growth.

This time, the creative teams at JDO were briefed to re-energise the range to feel fresh, premium and modern, whist leveraging the brand’s unique and compelling proposition of efficacious styling plus caring attributes. The agency was also asked to develop communication of Dove’s values of simplicity, elegance and movement.

The resulting design features a new Dove Style+Care brand lock-up that creates greater visibility and reflects the care aspect of the range. The + marque confidently brings the unique proposition of styling plus care to the fore and a new colour coded ‘wave’ icon represents the movement of hair and imbues the design with a dynamic flow. The addition of gold elements and the considered placement of simple, clean typography increase overall premium cues and support range navigation for consumers.

Ray Smith, JDO creative director said, “The challenge was to balance the dynamic contemporary cues of styling and land the simple, sophisticated language of Dove care. We wanted to transform the Dove brand from something consumers want, to something consumers desire.”

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.”