Unilever’s Dove given more luxurious image

The Dove range of cleansing products has been relaunched throughout Europe, with a new brand identity created by Design Bridge. Positioned as one of Unilever’s ‘power brands’, Dove has been given a makeover to focus as heavily as possible on what Unilever says are its ‘luxurious and caring core brand properties’, while seeking a more expensive and feminine appearance on-shelf. The Dove icon has been updated, and its on-pack graphics modernised. Bottled variants such as shower gel have been given a textured coating to make them more appealing to customers.