Hair care for woman of colour

Agency - JDO (freelance booking)

Dove the well known skincare brand for predominantly white skin had a huge hurdle to overcome when attempting to enter the hair care sector aimed specifically for woman of colour. These designs below show the journey we took, covering various sub branding and graphic ways to say ‘curly hair’.

Too much colour

…and we lose the Dove branding. Getting a white balance was vital and a challenge to add credibility to the product.

Too medussa!

Despite the client loving the colours and hair semiotic in such a strong graphic way - they were concerned it was too snake/medusa like. The challenge was to explore more ‘hair’ like graphics.

Salon & premium

Incorporating hair semiotics into the logo, where it becomes in itself a graphic on the pack - we have to ask - do we even need to read it - being strong and recognisable on shelf.

Reality and as cool as it looks - the pack isn't so clearly Dove

What makes a Dove pack?

Despite the branding being increased in prominence, using a different font vertically for the sub-brands name, instantly steers away from the brand’s personality. The sweet conservative curl helps to pull this back.

The bird

The dove bird feels active and it’s interesting when linked to the sub-brand name. Starting to feel more Dove?

The bar

The Dove team finds comfort and safety in using coloured bars to hold product information which then helps differentiate across the range. Despite it being obvious - it’s a pack that does feel more Dove. The sub-brand name adds some personality and could be seen ‘hair-like’.

End of the road

Much time was spent to make this design work for the Dove team. Sadly (or maybe not) as a freelancer one has to miss out on the final development work, so this is where I had to say good-bye!