Dew Gibbons + Partners


Baby Dove

Translating an iconic brand into a new category

Iconic brand Dove is known the world over for its mission to improve women's self-esteem, and for its superior moisturising brand promise. Building on this reputation, Unilever seized the opportunity to give birth to Baby Dove, a complete baby skincare range. Composed of 19 items – from shampoo to diaper rash cream – the range was carefully developed for babies’ delicate and sensitive skin. Following a successful launch in Brazil, the brand has recently been launched in India.

Not only does Baby Dove take care of babies’ skincare needs, but it supports women in one of the most special moments of their life: motherhood. We needed to look at how to take the famed Dove masterbrand and translate its core equities into a new category – putting mothers and babies at the heart of the brand and ensuring mothers are reassured about the range. Baby Dove wants to inspire and encourage mothers to believe in their intuition, increase their confidence, and dilute the anxiety and pressure in how to care for their children, because the brand believes that there are no perfect mothers, just real ones.

The name puts the baby first, and combined with the identity, we build on Dove’s established heritage in gentleness, mildness and more than 50 years of skincare expertise. Nurturing motherhood is expressed by adding a second baby dove to the masterbrand’s logo. Gold is an integral part of the identity design – it conveys that the baby is at the heart of the Baby Dove brand, achieves a premium feel, and creates a special interest on shelf.

The pack design embodies Dove’s DNA. It’s beautifully uncomplicated through minimal and simplified text that’s elegantly styled and laid out. The majority of the pack is white, with the addition of colour only where necessary – to navigate between the products and to provide baby category cues. A gold endorsement seal leverages the brand’s superior care and expertise.

Namrata Nayyar-Kamdar, Dove Global Senior NPD Manager said: “Having invested in research and development over five years to produce the products, we’re thrilled with Baby Dove’s identity and packaging design. It embodies the Dove Design DNA whilst emphasising the Baby Dove brand essence: being rooted in superior moisture and better care, it provides much-needed confidence to new mums.”