Dove/Galaxy is famous for a select range of silky smooth favorites such as the iconic foil-wrapped bar. Around the world, the brand offers a vast array of multi-sensorial experiences beyond pure chocolate. Known as Galaxy in the UK and in much of the world, and as Dove in China and the US, the brand has the largest portfolio of products globally.
We set out to create a recognisable, unique and desirable design system for the Dove/Galaxy gifting range that holds together all markets products under one look and feel. The US market (Dove) specifically requested two seasonal designs and one permanent design to engage consumers all year round.
The Dove Gifting design system makes an icon of the Dove ‘D’ initial, using it to tailor a variety of powerful stories, building a meaningful and memorable asset that consumers will love. Each ‘D’ illustration for Truffles was crafted to a unique story by in-house illustrators, and brought to life on pack using foil, matte and gloss finishes to full effect. The design system will soon encompass other key markets, such as the UK, where a hero G icon for ‘Galaxy’ takes centre stage in the same vein.
Dove Gifting now has the creative capability to be endlessly inventive yet always recognised. The possibilities for D icon designs include literal product stories, seasonal events and limited edition collaborations with artists. (Valentine’s and Christmas feature alongside ‘Party Time’ as launch stories here.) This moves the category on from ‘old, gold and cold’ heritage cues to an aesthetic that is dynamic, continually offering innovative new expressions for our pleasure-seeker to explore and enjoy.