Dove Men+Care Ultimate

Visual identity and packaging for the launch of Dove Men+Care Ultimate, a new innovative deodorant range with Water Based technology.

With an innovative Water Based Technology, Dove Men+Care Ultimate is a new range of deodorants with 30% water in its composition. This allows six times greater hydration, without irritation — a common side-effect to other high protection deodorants that use ingredients that are powerful against odor, but abrasive to the skin.

The visual identity created for this new range heroes its main ingredient, Water, but seeks new powerful ways of portraying it. Unique and striking textures of water were protagonized on pack, seeking to highlight their movement and sensoriality — which were enhanced through the use of special finishes such as varnished and metallic areas. This less literal and more abstract approach resulted in a more aspirational and highly iconic visual system, which reflects its innovation: the power of water.