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, the brand has the largest portfolio of products globally. But it had lost its way and was not delivering against the new codes of pleasure. The design system was dated and not prepared for the future innovation pipeline on a global level. We wanted to ensure the design system is ownable, desirable and is navigable enough to fulfill endless, future product innovation.
Our new design system—the power of pleasure—reaffirms the brands silky smooth credentials with the introduction of a dynamic, uplifted chocolate flow device overlaid with a silk device which appears in multicolours in an easy-to-navigate design architecture. The chocolate flow device adds appetite appeal and is crafted to be ownable in shape thanks to its reference to the D in the Dove script.The silk colors add a spark of vibrancy and makes flavors easier to find online and on shelf. An off-white backdrop contrasts these new assets which include a hand-crafted script word marque for both brand names.
The identity ties together all markets for the brand for the first time using assets beyond lettering, something the old design system lacked. It also ties together the existing vast array of products and flavours on offer across the globe. Perhaps most importantly, the robust design system withstands endless new innovations of any chocolate type and flavour. such as the Ice Cream flavour range, a limited edition that did so well it is now a permanent part of the Dove Galaxy family. Silk expressions were also reinterpreted in the iconic form of the ‘D’ & ‘G’ for the gifting portfolio.