Dove Men+Care – bold new look for deodorant line

Dove Men+Care has rolled out a bold new look for its deodorant line, courtesy of international design agency JDO. A strategic evolution that sets the stage for innovation and growth, this refresh supports the brand’s ambition to become the #1 skincare deodorant in the world.

To achieve this, Dove Men+Care needed packaging that not only commands attention but also simplifies navigation and reinforces its premium positioning. JDO’s redesign delivers on all fronts, providing a cohesive, streamlined framework that empowers the brand to grow while remaining instantly recognisable.

At the heart of the redesign is Confident Simplicity—a creative principle that fuses a clean, impactful approach with the boldness to stand out. JDO brought this vision to life with a sleek, refined aesthetic that eliminates clutter while amplifying essential brand assets, creating a look that is both bold and premium.

The refresh introduces a new strategic framework anchored by a curved branding divide, which frames the Dove Men+Care logo on a sleek graphite grey base. Imbued with meaning and purpose, this framework ensures consistency and cohesion, enhancing portfolio navigation, supporting future innovations, and maximising shelf presence. Bold fragrance stories are conveyed through macro photography, highlighting sensorial and natural details with vibrant colours that engage consumers while emphasising the unique benefits of each variant.

“Our challenge was to create a look that’s as purposeful as it is striking,” says Ray Smith, creative director at JDO. “The curved brand asset on a clean graphite-grey backdrop gives the brand’s logo a strong, consistent home, while the bold macro imagery celebrates the vast range of products across multiple formats. The result is a design system that feels instantly Dove Men+Care and leaves plenty of room for the brand’s ambition for growth.

“This packaging refresh encapsulates the essence of Dove Men+Care—combining care, confidence, and connection into a design that is both meaningful and visually compelling,” adds Dennis Chua, Unilever, Associate Director – Dove Men+Care Deodorants. “JDO’s work has elevated our range, creating a framework that not only enhances the product’s premium appeal but also empowers men on their self-care journeys.”

The refreshed Dove Men+Care packaging is now rolling out globally, setting a new benchmark for design excellence in the skincare deodorant category.