Dove Men+Care has rolled out a new look for its deodorant line, courtesy of international design agency JDO. A strategic evolution that sets the stage for innovation and growth, the refresh supports the brand’s ambition to become the #1 skincare deodorant in the world.
To achieve this, Dove Men+Care wanted packaging that not only commands attention but also simplifies navigation and reinforces premium positioning. JDO’s redesign provides a cohesive, streamlined framework that empowers the brand to grow while remaining recognizable.
At the heart of the redesign is the concept of Confident Simplicity. JDO brought this vision to life with an aesthetic that eliminates clutter while amplifying essential brand assets. The refresh introduces strategic framework anchored by a curved brand divide, which frames the Men+Care logo on a sleek graphite grey base. Fragrance stories are conveyed through macro photography, highlighting sensorial and natural details with colors that engage customers while emphasizing the unique benefits of each variant.
“Our challenge was to create a look that’s as purposeful as it is striking,” says Ray Smith, creative director at JDO. “The curved brand asset on a clean graphite-grey backdrop give the brand’s logo a strong, consistent home, while the bold macro imagery celebrates the vast range of products across multiple formats. The result is a design system that feels instantly Dove Men+Care and leaves plenty of room for the brand’s ambition for growth.”
