Dove Repackaging
A packaging project done for class. For this assignment, we had to do market research and pick a brand that we thought needed rejuvenating or repackaging. I chose Dove Chocolate. This brand represents women empowerment and sustainability. The goal for the packaging was to present what they stand for, as well as incorporating a 1930-40s feel since they were founded then.
Please view my process, and how I decided on the type and look inspired by 1940s makeup packaging.
The history of Dove chocolate, product details, target audience.
My design strategy including 3 keywords
Dove's current packaging. The packaging does not communicate that the brand believes in sustainability, Fair Trade, or women's rights. I wanted to get rid of the stark white background, as it made it look "plasticky".
People mistake Dove chocolate with Dove soap. I wanted to put the logos side by side to compare the two logos. This is where I decided to keep the serif typeface to make a tribute to the original logo.
I decided to go to a fine foods grocery store, where the chocolate bars can cost up to $17. I wanted to see how other brands were communicating sustainability while keeping their branding.
I decided to look at Dove's website. There is no evidence of supporting "me time" or women's businesses and rights on their packaging. I found these very important to communicate to consumers, especially their target audience: women.
I thought to myself, "what is considered a luxury and screams "me time" and self care to women?" I thought makeup! Since the brand was founded in 1939, I looked up inspiration for packaging from the 1940s, as well as typography.
These next couple pictures are very rough. For this one I wanted to make a tribute to the awning on the original Dove candies store.
This one I took from inspiration from the makeup packaging from the 1940s. I realized then it did not communicate what I wanted to communicate, and I wanted to get rid of the stark white background.
Getting closer... I wanted to feature an illustration at first, but realized it was not working.
After many meetings with my professor, and experimenting with layouts, colors, and typefaces. I came up with this final product.
We also were required to design a shipper as well.