DIAL PACKAGING EXPLORATIONS 8.17.1 1
DIAL RE-BRANDING The first step in re-branding Dial is a redesign of the packaging. Since 70 percent of all body wash purchase decisions are made in the aisle, packaging is the best way to catch a consumer’s attention when it’s needed most. Through smart, simple design, we can reinforce how Dial products are fueled by common sense and not fantasy or frivolity. This investment in our packaging will allow Dial products to stand out on the shelf as the simple, smart and logical choice.
EVOLUTION OF A LOGO A company’s logo is the first way that a consumer recognizes a brand. It should be reflective of the brand’s message and product to communicate with consumers before they ever purchase or read about a product. But over time, logos must evolve to fit the modern design aesthetic. This change can be a complete redesign of typography, icons, colors, etc., or it can be a simple modification of the current logo — tweaking or updating typography that could feel outdated after only a few years. Just as a company needs to adapt how it operates from time to time, its logo needs to be updated as well.
THE CURRENT DIAL LOGO is easily recognizable for its “halo” oval, unique typography and signature blue. However, it is these signature elements that are making the brand appear outdated. By breaking these elements down, we simplify and modernize this logo.
FOUR LOGO EVOLUTIONS THAT SIMPLIFY THE LOGO AND MODERNIZE IT 1. In its most simplified form, without unnecessary effects and using only one color gradient and negative space, the logo is still identifiable.
2. Taking away the reflection at the top simplifies it even more, making the oval more two-dimensional.
3. Changing the oval’s color from a gradient to a flat blue is the most simplified this logo can get without any drastic changes.
4. The final iteration of this logo’s evolution features Helvetiva Neue as a typeface, which reflects Dial’s down-to-earth and logical messaging. The typeface is in lowercase to make it even more friendly and approachable. The lettering takes on an oblique tilt which — when coupled with the tilt of the oval — implies movement and motion. The dot in the “i” has been removed for simplicity’s sake and the negative space within the “a” makes a droplet, which reflects the product within.
DIAL LOGO EVOLUTION ON CURRENT PACKAGING
THE CURRENT PACKAGING should also be simplified to relate to consumers. By stripping away all the excess images and words, Dial can communicate a logical choice without a total redesign of packaging.
REVOLUTION OF A LOGO A completely revolutionized logo will efficiently and effectively make consumers rediscover Dial products. The new logo will reflect the simple logic of Dial as well as show it as a company that keeps up with the times — to fit the needs and wants of modern consumers. It needs to be easily recognizable, unique and memorable.
KITCHEN LOGIC, THE COLOR PALETTE AND MIXOLOGY
MIXOLOGY DEFINED BY COLOR Color is the first way that people identify scents of body wash, hand soap and bar soap. How can we create a color palette that works with our simple, no-nonsense approach to Dial? Dial’s kitchen logic inspired this color palette — the idea of multiple ingredients mixed together to create a new color and scent. In doing this, Dial can use a limited color palette with different tints and opacities. The bright jewel tones also give the brand another unique identifier in an aisle full of soft pastels.
REZLAND A B C d e fg h i j k l m n o pq rs t uvwxy z
TYPOGRAPHY
AS DIAL’S LOGO TYPE, Rezland is stylish and unique. Its boldness implies a confidence and assertiveness that is reflected in our consumers’ mind set. The type counters resemble the kinetic dial logo (following). Letters like “d” and “a” actually resemble a dial, making the font ownable by the Dial brand.
GOTHAM ROUNDED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%&(,.;#!?)
THE SIMPLE LETTERFORM OF GOTHAM is optimistic, young and fresh, the way consumers should feel about their skin care products.
HELVETICA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%&(,.;#!?)
KNOWN FOR NEUTRALITY AND APPROACHABILITY, Helvetica is one of the most-used fonts in branding. It’s a classic — recently celebrating its 100th birthday — and a timeless typeface. It exemplifies no-nonsense, embodying straightforwardness and confidence without being overly assertive.
CONCEPT 1 — KINETIC DIAL The idea of the kinetic dial comes from the ever-changing and growing nature of the Dial brand. In this series, the dials come together in different forms to signal different products (hand soap, body wash, etc.). This allows for differentiation between the products (immediately recognizable), while still adhering to the Dial brand. Different colors and gradients show the different scents of products. THE KINETIC DIAL ICON CAN BE ARRANGED in different patterns to represent different products.
THE KINETIC ICON can stay in one form and simply be rotated to show different products.
THE KINETIC ICON CHANGES YET CREATES A COHESIVE LOOK ACROSS ALL PRODUCT LINES
Or, by playing with the sizes of the dials within the icon, we can make an infinite number of designs, allowing for product expansions.
THE LOGO TYPE CAN SIMPLY...
...be locked-up beneath the icons, allowing icons to function on their own...
...or be locked-up within the icon, existing as negative space within one of the larger shapes...
A COMBINATION OF THE TWO is possible as well. Multiple designs can be rotated in different ways to show subcategories, etc. ...or be locked-up as part of the shapes of the icon.
HAND SOAP cranberry 12 Fluid Ounces
THE KINETIC ICON layers the two colors and gradients of the scent on top of one another, giving it a more three-dimensional look...
...OR THE TWO COLORS OF THE SCENT are reflected in separate icons/type.
THE KINETIC DIAL ICON INTERACTING WITH PACKAGING
IN THIS VERSION, the kinetic icon wraps around a transparent bottle. While it appears at first glance that there is only one droplet, by turning the bottle you see the rest of the design. This design also features a stippled illustration of the ingredient, helping to identify the scent.
THIS SIMPLE VERSION FEATURES DIFFERENT FORMATIONS of icons, depending on the scent of the product. It uses gradients as well as solid colors to represent the scent within. The icon changes colors and shapes, yet is identifiable as a cohesive look.
THIS VERSION SHOWS A FULL PRODUCT LINE with icons representing each category. It uses gradients as well as solid colors to represent the scent within.
THE BOTTLES ARE OPAQUE WHITE OR FROSTED IN THIS VERSION, except for the icon, which functions as transparent windows to let the inner liquid shine through. Dial has nothing to hide.
ON COMPLETELY OPAQUE PACKAGING, the colors of the scents pop in the logo and in the cap. The innovative shape of the bottles complements the shape of the icon and differentiates this product on the store shelves.
CONCEPT 2 — ROTATING DIAL In this concept, the name “Dial” is taken literally and leans heavily on the mixology and kitchen logic of the color palette. The logo is made up of two dials, one of which moves to point in a different direction, depending on the product. Following the idea of mixology, the two dials’ colors overlay to show the mixture of the different scents, easily identifiable scents to the consumer, while visually referencing our brand name.
IN ITS MOST BASIC FORM, the logo also makes a D for Dial.
THE ROTATING DIAL QUICKLY IDENTIFIES DIFFERENT PRODUCTS WITHIN A LINE OF SCENTS
THE ROTATING DIALS ICON SHOWN INTERACTING WITH PACKAGING
THE NEW LOGO AND TREATMENT on current bottles.
TYPOGRAPHY BLOCKS + THE ROTATING DIAL
BLOCK TYPOGRAPHY pairs with the logo to further showcase mixology and kitchen logic, and offers a different way to illustrate the scent of the product. This will help to differentiate it from other products on the aisle.
ON OPAQUE OR FROSTED BOTTLES, the colors of the logo and block typography pop, and are featured in other small areas of the bottle.
THE BLOCK TYPOGRAPHY CAN BE MANIPULATED to be used across the different shapes of the packaging.
ON TRANSPARENT BOTTLES, the logo will be featured in white, using the color of the liquid as a backdrop. The outlined products symbolize that the product is part of a line of products.
CONCEPT 2 — MIXING DIAL The mixing dials concept focuses on movement, notably symbolizing the mixing of different ingredients, or the mixing of science and nature to create a product that can genuinely help people and make them feel good. These dials imply the mixing motion. They can be modified to reflect different products and scents. The icon also works alone to reflect how each consumer can “dial in” to his or her unique needs. THE INNER AND OUTER DIALS work together to represent mixing of science and nature to make the perfect product.
THE ROTATING DIALS COMMUNICATE MIXING SCENTS, KITCHEN LOGIC AND LAB TECHNOLOGY
USING A COMBINATION of two solid colors, the dials imply the mixture of different scents.
THE DIALS, USING gradients to imply the mixture of different scents.
THE DIALS, USING A COMBINATION OF solid and gradients to imply the mixture of different scents.
THE TYPOGRAPHY of the name of the scent also works with the negative space in the dials to make it more clear which scent is in the bottle.
MIXING DIAL GRAPHICS INTERACTING WITH PACKAGING
A MONOCHROMATIC FEEL can make the product look clean and assure the logo stands out no matter how much product is left in the bottle.
THE ROTATING DIALS used in a more subdued form as a decorative graphic element.
A FROSTED BOTTLE helps create an even more monochromatic look. The color of the type matches the color family of the product within. The typography is more heavily featured than the icon.
CONCLUSION The logo and packaging suggestions in this book are intended to help the brand reflect the wants and needs of the consumer. Choosing skin care products is a lot more confusing and stressful than it should be, and Dial offers a simplified and refined option in an aisle of insanity. The new packaging will embrace this and offer a straightforward option that meets the consumers’ needs but also looks good in their bathrooms.
APPENDIX The appendix encompasses all of our designers’ ideas, doodles, sketches and comps. We wanted to share this as a piece of reference material, to show how our minds work and how some of the original ideas blossomed into the full logos and packaging designs as shown in this book.
dial
dial dial
dial
dial
Made by Dial.
Made by Dial.
Made
Mountain fresh
Cranberry
with age defying
with lemon to
anti-oxidants.
make you glow.
Made by Dial.
Made by Dial.
DIAL DIAL
GOTAHM ULTRA
DIAL
DIAL
DIAL
DIAL
GOTAHM ULTRA
Made by Dial.
Mountain fresh
Cranberry
Ocean breeze
with age defying
with lemon to
with ginger for
anti-oxidants.
make you glow.
an extra kick.
Made by Dial.
Made by Dial.
Made by Dial.
Made by Dial.
Made by Dial.
anti-oxidants.
make you glow.
an extra kick.
Made by Dial.
Made by Dial.
Made by Dial.
Mountain fresh
Cranberry
Ocean breeze
with age defying
with lemon to
with ginger for
anti-oxidants.
make you glow.
an extra kick.
Made by Dial.
Made by Dial.
Made by Dial.
Mountain fresh with age defying anti-oxidants. Made by Dial.
Mountain fresh
Cranberry
Ocean breeze
with age defying
with lemon to
with ginger for
anti-oxidants.
make you glow.
an extra kick.
Made by Dial.
Made by Dial.
Made by Dial.
Made by Dial.
Made by Dial.
Made by Dial.
Ocean breeze
with ginger for
an extra kick.
Made by Dial.
LAVENDAR
LAVENDAR
LAVENDAR
LAVENDAR
Mountain fresh
Cranberry
Ocean breeze
with age defying
with lemon to
with ginger for
anti-oxidants.
make you glow.
an extra kick.
Made by Dial.
Made by Dial.
Made by Dial.
LAVENDAR
naturals
m o unt a in f res h
CHERRY SEED OIL & M I N T L E AV E S HAND SOAP
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz
12 fl oz