Dove Packaging: My Hair, My Say

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DOVE PACKAGING:

MY HAIR, MY SAY

OVERVIEW

A long-time advocate of confidence and empowerment, Dove's My Hair, My Say campaign is all about being confident with your hair as your "mane" source of self-expression.

We helped them translate this message into some limited edition packaging, each with an empowering descriptor and a fun illustration to match.

WHAT WE DID

Creative Direction
Packaging Design

In line with their advocacy of real beauty, Dove aimed to help women fight against common hair stereotypes. The brand's My Hair, My Say campaign was a battle cry for women who rejected the idea of their hair defining who they are as people. She can have bright blue hair and be a bold businesswoman, or have striking, curly hair and love it just as much as others love their straight locks. For the Dove girl, she is more than her hair, and her hair is in no way a limit on who she can be.

One of the key parts for the My Hair, My Say campaign was the redesigned, limited edition Dove bottles highlighting different hair types. We created empowering, feminist-driven phrases with matching illustrations for each. Our limited edition Dove packaging hit stores in mid-2019 and made their way onto the bathroom shelves of confident and empowered women nationwide.

The campaign was brought to life on International Women's Day through the My Hair, My Say Gallery, an event showcasing the hair stories of 14 strong, confident women. We designed the invitation for the event with simple and elegant graphics in the the brand's signature blue and gold.

The packaging and various campaign assets we designed were featured heavily on the brand's social media where much of the campaign took place. Countless Dove girls participated in the campaign, its message becoming a symbol of strength, confidence, and real beauty.