The O Group, a strategy and design agency in NYC, created this promotional kit for Dove Deodorant:
“Dove enlisted a team of agencies, The O
Group and Cunning Communications, to create word of mouth buzz about
their new product, Dove Ultimate Visibly Smooth Deodorant, which
reduces the look and feel of underarm hair. The O Group was asked to
design a high-end package that would be sent to prominent influencers
in the beauty industry. The kit needed to sleekly deliver a product
sample along with an informational guide and USB drive.
The package’s design picks-up on a visual element that was being
used in other campaign materials — a soft gradient from pink to white.
The gradient represents the transformation to smoothness that will be
experienced when using the new product. A clear acetate slipcase houses
the box and has the pink gradient printed on the top. A gradient
running in the reverse direction is printed on the lid of the box. When
the kit is closed, the opposing gradients form a solid pink surface.
When the slipcase is pulled off, a visual transformation from pink to
white occurs and the Dove mark is revealed.”
