Dove Teens

Visual identity and packaging for the launch of Dove’s new deodorant range in the USA, targeted towards a younger teenage audience.

Escaping the way deodorants usually present themselves in the category — with realistic creams and ingredients that communicate moisturizing, fragrance and naturalness —, a new visual approach was necessary to dialogue with its new teenage audience. Instead of realistic ingredients, each variant’s fruit is presented through unique graphic silhouettes with bold Pop colours, bringing out a playful sensorial dimension to their fragrances, whilst hand-made doodle interventions add to its youthful visual outcome.