Dove Repositioning (live project with FreshBritain)
The brief for this university project was guided by strategy agency FreshBritain. This was a group project, aiming to improve the social or environmental sustainability of an existing brand using the Jungian archetype structure.
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Our group selected Dove as our brand, aiming to improve it's social sustainability. We identified that Dove has done incredible work for women's self esteem, however other genders may feel excluded.
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We created a new visual identity for Dove and distributed it across two key activations, which aimed to encapsulate the values of the newly chosen archetype and branding.
New Logo
The new Dove logo kept the iconic dove 'shape' but introduced a new typeface. We believed that this typeface was fairly neutral, moving away from the feminine feel of the original.
Visual Language
We kept the classic blue and white colour scheme of the original Dove but added in a burnt orange, implementing comfort and togetherness into the visuals.
Brand Values and Mission
The new identity would maintain its previous values of care and comfort and combine them with new values of curiosity, open-mindedness and exploration. This would aim to make Dove an inclusive experience for all, rather than just women.
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"Dove and Beyond"
We used motion graphics to create a brand film that summarised the key aspects of Dove's new identity.
Activation 1 - "Beyond the Bubbles" Posters
The "Beyond the Bubbles" campaign suggested that Dove can be a platform for people to express themselves, visualised by the variety of shapes shown on the posters. The campaign would also encourage people to share their soap creations on social media, creating a personal experience with the brand.
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The soap shapes were crafted and photographed by our group, and arranged in different ways for the poster format.
Activation 2 - The Dove Experience
The Dove Experience was inspired by our goal for inclusivity - we wanted our audience to feel immersed in the potential of the Dove brand and have a personal connection to its message, so we created an exhibition-style experience that presented a range of sights, smells, sounds and special effects, allowing an exploration into a 'new realm of possibility'.
Screenshots from the experience show a variety of rooms, including a large, interactive screen, a bubble ball pit and a sound studio.
Created in Planet Coaster 2, this film simulates how the Dove Experience would immerse its guests into the potential of the new identity.