THE BRAND strong advertising campaign
“Dove is good for your skin�
Built by Hewitt, Ogilvy, Benson & Mather for Lever Brothers strategy Adapting/innovating tradition, real life testimonials
Dove creates personal care products that empower young women and men across the globe.
parent company Anglo-Dutch Personal care Food & drink Cleaning products
target audience
facts
females (8+ years) Males (young adults)
Est. 1955, original beauty bar
80+ countries worldwide
One of first companies to use email marketing
products body care
hair care
men+care
special lines
Philosophy “…to help encourage girls to develop a positive relationship with beauty, helping to raise their self-esteem and thereby enabling them to realize their full potential.”
2013
2004
projects 2005
2004 2004 2005 2013
Self Esteem Project Campaign For Real Beauty Real Women In The Spotlight Real Beauty Sketches
partnerships Girls Inc.® Global Advisory Board Boys & Girls Club
competitors quality optimum quality for price
Price
Price
market position
Dove’s market strategy is to capture the attention of “real women” for mass consumers that want the highest quality products for the lowest price. Dove’s philosophy for genuineness and natural beauty is what separates them from their competition.
comparison
quality
Olay and L’Oréal are comparable in price in quality. Neutrogena is also a noteworthy competitor, marketing to a slightly wealthier user with higher quality products. Bumble and bumble. and Aveda are geared towards an upper class audience with high quality products.
package design material — injection-molded plastic ranging in luster, flexibility, and color per part/product form — minimalistic, soft edges/curves
Unique detailing in special product lines
Bold color accents
Prominent logo placement, front Simple illustration detailing Highlighted qualities
Attributes logo
form
Simple swerved/swooped contours Very few sharp edges Base form — rectangle Caps/openings blend into edges, accented with color
Text — Primary: serif and italic custom script font, navy blue, Supporting: sans-serif font graphic — abstracted dove bird, in gilded gold or silver symbolism of dove — love, grace, promise, devotion, maternal, purification, hopefulness
aesthetics classic
integrity
details
fresh
clean
simple
bare
curves
project brief Where is there potential in developing new concepts that fit the visual brand language of Dove, outside the realm of their typical products? company values integrity & quality The brand’s goal is to deliver products that actually work and enhance the well-being of the user. luxury for a low price As seen in the positioning map, luxury at an affordable price point is Dove’s marketing strategy. empowering women Dove values real beauty in women and seeks to boost their confidence and self esteem through their personal care products.
objectives innovation Create new products or redesign those that exist to fit the aesthetic feel of Dove, as well as aligning them to their mission and core values brand identity Conduct thorough research of the brand to understand how to cater toward the demand of clients
direction kitchenware, Food & drink Our team decided to explore this category because we want to bring the elegant minimalism aesthetic of Dove into the kitchen to enhance the dining experience.
team Hannah Hwang — thermos Jocelyn Lam — teapot Sadie Teper — glassware
design considerations
affordable
simple
luxurious
quality
The target audience for this fondue kit is similar to Dove’s audience — young women (and even men) who have the interest in enjoying fondue in times of celebration and indulgence.
The overall aesthetic of the fondue kit should be clean and minimalistic to align with Dove’s package design. Dove’s aesthetic is never overworked; the form should do the same.
Dove’s products seek to enhance one’s beauty, inner and outer, through means of pampering and celebrating confidence and self-esteem. The product must reflect this spirit.
Although Dove products are not the most expensive products on the market, the fondue pot should be of the highest quality without completely compromising the price.
initial ideation potential forms
stand/base that duals as bowl/ plate for dipped foods favorable forms — Two-part kits (base + pot) Cylindrical Heating device located on heat plate below pot
flat/oblong form, one material/ minimalistic
ergonomic grip
cord placement
form studies prototyping
final form inspiration
form too basic
heating plate too vast, legs not supportive enough
versatile base, explore scaling/proportion
curves too dramatic
refined concept anthropometrics skewer
brand prominence — Dove features its logo on all of their products
Male AVERAGES Hand width: 3.5 in Hand length: 7.5 in Grip width: 3.7 in
form — slender and sleek cylinder, slightly nuanced curves for ergonomic handle
FEMALE AVERAGES Hand width: 3.0 in Hand length: 6.9 in Grip width: 3.3 in
pot form — rounded, soft edges for efficient heat distribution, mimicking contours of shampoo/ conditioner bottles
powercord opening — simple, non-interruptive cut in base that allows power to connect with heat source underside
side view
bottom view — houses heat source
top view— cross-section of pot
A fondue heater, pot, and skewer set designed with the brand values of Dove affordable • simple luxurious • quality
specifications
rimmed edges — metallic/colored accents that contrast the ceramic white, similar to Dove’s packaging
logo — Dove detail on skewers to accent/identify
serving size — fondue pot holds enough liquid for two to four people
smooth edges — contoured, ergonomic forms that mirror the form of Dove shampoo/conditioner bottles
dimensions — approx. 6 x 6 x 5 inches
heat source — Bottom base houses heating plate that connects to external cord/outlet
exploded view fondue pot, base accent
Stainless steel (austenitic), silver/colors Cartridge brass, gold Manufacturing details — Spinning (metal sheets stretched and formed under stress of a chuck and tool), finished with water-based painting (gold plate lacquer)
pot, base
Ceramic glass (whiteware), white Manufacturing details — Jiggering (wheel forms shape as material is added), finished with firing and raw glazing (heated until ceramic particles chemically merge, sprayed with coating)
heat source
Housing: Polypropylene (heat-stabilized), black Heat Source: Nichrome, black Manufacturing details — HOUSING: Injection molding (heated material forced into mold), HEAT SOURCE: Diecasting (pressurized molten metal fabricated in a die cavity)
exploded view skewer accent, logo
Stainless steel (austenitic), silver/colors Cartridge brass, gold Manufacturing details — Spinning (metal sheets stretched and formed under stress of a chuck and tool), finished with water-based painting (gold plate lacquer)
bodies
Ceramic glass (whiteware), white Manufacturing details — Jiggering (wheel forms shape as material is added), finished with firing and raw glazing (heated until ceramic particles chemically merge, sprayed with coating)
color study fondue pot, base These colors were derived from swatches of the Dove logo, as well as the color accents on the go fresh速 body wash bottles.
gold
PMS 872 C
silver
PMS Cool Gray 1C
cucumber 7739 C
berry
PMS 7636 C
color study skewers These colors were derived from swatches of the Dove logo, as well as the color accents on the go fresh速 body wash bottles.
blue fig PMS 7636 C
Peach
PMS 156 C
signature blue PMS 289 C
gold
PMS 872 C
silver
PMS Cool Gray 1C
product line Affordable luxury kitchenware fondue kit • teapot • glassware • thermos
acknowledgments The brand mediabistro.com strategyonline.ca Competitors online.wsj.com/news olay.com neutrogena.com lorealparis.com aveda.com bumbleandbumble.com
exploded view pages “Materials and Design,� Mike Ashby and Kara Johnson edwards-instruments.com epa.gov britannica.com dove.com was used all unlisted pages
thank you