DOVE REBRAND
Dove’s brand identity has never drastically modernized or stylized its identity. Having the freedom to completely rebrand Dove, I decided to cater the familiar toiletries to a new audience, one that is enticed by elevated, sleek, and slightly gothic aesthetics.
PROCESS
I created a new logo composition using a gothic font and created a slanted formation which I used as a repeated pattern for my branding. I wanted to emphasize the sleek and expensive nature of my rebranded packaging, hence the glossy black on matte black dynamic.
The design was created on Adobe Illustrator and laser cut on black vinyl sticker paper. The packaging design was mocked up for approval, then I went ahead and created the chocolate, wine, bag, and box packaging by hand using mainly paint and sticker paper.
My new target market encompasses a smaller range of people, pertaining to those 15-30 years of age, upper middle class, and primarily females. I also created 2 new celebrity brand ambassador which are Dove Cameron and Landon Barker, both in their 20s, involved in the music/ film scene, and have acquired the sleek, elevated, and gothic aesthetic.
