Redesigning an Icon for the Next Generation of Care

Consumer Branding

Brand management

Stratégie de marque

Packaging

A global brand renovation reaffirming Dove’s leadership in superior body care.

After more than 18 years without a significant change, the iconic Dove Body Wash bottle had become a familiar figure — but also a stagnant one. Frequently mimicked by value brands and increasingly seen as outdated by consumers, its form no longer reflected Dove’s modern values or market leadership. It was time to reimagine a classic, not by erasing its legacy, but by evolving it to remain relevant, desirable, and future-ready.

Unilever entrusted forceMajeure / Lonsdale with a strategic and creative challenge: to create the next generation of Dove Body Wash, with a new structural and graphic identity that would capture Dove’s essence while meeting the expectations of today’s beauty and care consumers — combining empathy, efficacy, and sustainability in a single gesture.

A new silhouette for the next 18 years

The redesigned bottle is more than a shape: it’s a bold yet respectful evolution that brings together brand equity and innovation.

The objectives were clear:

Reassert Dove’s distinctiveness in a saturated and imitative category
Elevate premium and beauty cues, blending care and sophistication
Deliver on sustainability promises with a 100% post-consumer recycled (PCR) plastic bottle and a 9–10% plastic reduction per unit

The result is a bottle that feels fluid, balanced, and human with a redesigned, wider cap for easier opening and added stability– perfect for inverted storing as it nears empty, to get every last drop.

A graphic identity that feels sensorial, modern, and premium

Beyond structure, the transformation extended to a complete graphic redesign, capturing the spirit of the new Dove:

A refreshed logotype, with the Dove bird icon elevated for greater clarity and prominence
A custom typeface bringing warmth, personality, and premium feel to every variant
A new photographic art direction, visually expressing the sensorial richness of ingredients through natural, premium, and indulgent imagery
A clear, bilingual layout system harmonizing global packs and making benefits instantly legible

This new design language expresses superior nourishment and care, while seamlessly aligning with Dove’s values — efficacy, naturality, and inclusive beauty.

Selected work

Dove

Brand management

Packaging

Stratégie de marque

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Namkhong Beer

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Visual Identity

Social Media and Content

Packaging Design

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Renault

Conception architecturale

Customer Journey

Brand Strategy

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Ricard

Packaging Design

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PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

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Ferrero

Conception architecturale

Customer Journey

Workspace Design

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Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

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Clarins

Digital

Customer Journey

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study

MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

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Maggi

Visual Identity

Packaging Design

Brand Strategy

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Dove

Brand Management

Packaging Design

Brand Strategy

View case study

Namkhong Beer

Brand Management

Visual Identity

Social Media and Content

Packaging Design

Brand Positioning

Brand Territory

View case study

Renault

Conception architecturale

Customer Journey

Brand Strategy

View case study

Ricard

Packaging Design

View case study

PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

View case study

Ferrero

Conception architecturale

Customer Journey

Workspace Design

View case study

Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

View case study

Clarins

Digital

Customer Journey

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study

MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study

Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study

Namkhong Beer

Brand Management

Visual Identity

Social Media and Content

Packaging Design

Brand Positioning

Brand Territory

View case study

Renault

Conception architecturale

Customer Journey

Brand Strategy

View case study

Ricard

Packaging Design

View case study

PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

View case study

Ferrero

Conception architecturale

Customer Journey

Workspace Design

View case study

Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

View case study

Clarins

Digital

Customer Journey

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study

MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study

Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study

Dove

Brand Management

Packaging Design

Brand Strategy

View case study

Namkhong Beer

Brand Management

Visual Identity

Social Media and Content

Packaging Design

Brand Positioning

Brand Territory

View case study

Renault

Conception architecturale

Customer Journey

Brand Strategy

View case study

Ricard

Packaging Design

View case study

PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

View case study

Ferrero

Conception architecturale

Customer Journey

Workspace Design

View case study

Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

View case study

Clarins

Digital

Customer Journey

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study

MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study

Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study

Dove

Brand Management

Packaging Design

Brand Strategy

View case study

Dove

Brand Management

Packaging Design

Brand Strategy

View case study
Namkhong Beer

Brand Management

Visual Identity

Social Media and Content

Packaging Design

Brand Positioning

Brand Territory

View case study
Renault

Conception architecturale

Customer Journey

Brand Strategy

View case study
Ricard

Packaging Design

View case study
PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

View case study
Ferrero

Conception architecturale

Customer Journey

Workspace Design

View case study
Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

View case study
Clarins

Digital

Customer Journey

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study
MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study
Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study
Dove

Brand Management

Packaging Design

Brand Strategy

View case study
Namkhong Beer

Brand Management

Visual Identity

Social Media and Content

Packaging Design

Brand Positioning

Brand Territory

View case study
Renault

Conception architecturale

Customer Journey

Brand Strategy

View case study
Ricard

Packaging Design

View case study
PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

View case study
Ferrero

Conception architecturale

Customer Journey

Workspace Design

View case study
Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

View case study
Clarins

Digital

Customer Journey

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study
MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study
Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study