For this project, I developed a full brand concept proposal reimagining Dove for a completely different audience.

Dove has maintained a consistent and recognizable identity for years, but it has rarely leaned into a bold aesthetic shift. With the freedom to fully rebrand it, I chose to reposition the familiar toiletries brand for a more niche, style-conscious consumer. The concept targets a younger audience drawn to elevated, sleek, and slightly gothic visuals.

I redesigned the logo using a gothic typeface and built a slanted composition that became a repeating visual motif across the system. The angle adds tension and movement, while still feeling controlled. To reinforce the premium positioning, I leaned into a glossy black on matte black packaging dynamic. Subtle contrast, high impact. The intention was to make everyday toiletries feel collectible and design-forward.

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All assets were designed in Adobe Illustrator. I laser cut the logo on black vinyl sticker paper and created physical mockups to test how the identity translated in real life. Beyond traditional toiletry packaging, I expanded the concept into adjacent lifestyle extensions including chocolate, wine, bags, and box packaging. Each piece was built by hand using paint and sticker materials to demonstrate how the system could scale across product categories.

The proposed target audience narrows to 15 to 30 year olds, primarily upper middle class women who are visually driven and influenced by music and fashion culture. To anchor the rebrand culturally, I selected Dove Cameron and Landon Barker as hypothetical brand ambassadors. Both sit at the intersection of music, film, and internet culture, and embody the sleek, slightly gothic aesthetic that defines this new direction.

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This goal of this project was to explore how far a legacy brand can stretch when repositioned with intention. It demonstrates my ability to build a cohesive visual system, articulate a new audience, and execute branding concepts from digital design to physical mockup.