New packaging proposals that rethink conventional wisdom for new series developments.
New series ‘Botanical Selection’ boosts entry into new markets
The Japanese market is becoming more health-conscious year by year, and there is a growing demand for value-added products with an organic or botanical feel. Against this backdrop, a new series, Botanical Selection, was developed for a new market that is different from the regular Dove line. We were in charge of the development of the new series, from logo development to packaging design, with the aim of creating a more botanical and luxurious feel, while maintaining the Dove brand concept.
Developing a logo that will be the new face of the brand.
The logo for the new range played an important role in ensuring that the Dove brand’s worldview was preserved in the new market, while at the same time being recognised as a completely new product, distinct from its predecessors. As befits the trust that has been built up in the brand, the logo is a combination of the old logo and gold, creating a design that is both classic and stylish.
Unconventional graphic design.
In the new series, a completely new graphic layout was considered. To bring the overall world view and sense of unity to the fore, development was carried out under consistent rules across categories. This made it possible to unify coherent haircare and skincare imaging across the series.
Refill design with a new role that has never been done before.
To convey the concept more straightforwardly, the graphics make maximum use of the area and combine milk elements reminiscent of textures, recreating a consistent world view.
Attention seals to increase product appeal.
Attention stickers were created to communicate the concept clearly and to increase product appeal, considering the visibility of the product in the shop.
Credit
Creative Director Kan Yasuma / Art Director Akira Inoue /Designer Yusuke Kanai / Photographer Yasuhiko Kawashima
