The new package is strategically designed to imitate the shape and curvature of the Dove soap bar, giving it an iconic form factor that communicates the brand promise – a gentle, natural solution for washing hands. Through its unique “Meaningful Design TM” process, HLB assisted Unilever in implementing a branding campaign around the idea of a droplet that helps emphasize these principles, as well as the sensual curves of the 1/4 moisturizing bar that women love.

One of these initiatives can be seen in a section of the Dove website (www.Dove.ca/hand/handwash_intro), where the droplet motif highlights the different attributes of the bottles. The user can click on the pump of the bottle, which then releases droplets onto the screen that display tips and benefits of using the hand wash products. An additional page on the site focuses on the three different bottles (Deep Moisture, Cool Moisture, and Purifying) and their individual features.

The droplet package design is completely unique from all other bottles in the category. Communication of brand relevancy is clear, allowing consumer’s to visually tie the hand wash in with other products in the “Real Beauty” DNA, which was developed by Richard Seymour and the internal Unilever team. This distinctive ID along with the droplet branding creates a consistent experience for the consumer both in the store and aesthetically in bathrooms around the world.