P
Dove packaging

Images from the packaging case study by forceMAJEURE / Lonsdale

Dove

milk-white curves with a gold dove and navy script

Dove keeps almost every pack white (#f7f7f5) with soft, rounded, waisted shapes, and centres a navy (#1d2463) calligraphic script wordmark above a small gold (#c3a24f) dove symbol near the top of the front. The product name follows in a light lowercase humanist sans, sometimes split into two weights ('caring bath'), then a short benefit line, a gold drop-shaped 'moisturising cream' callout and large thin figures such as 48h or 0%. A soft grey-white ribbon of cream or an ingredient render sweeps across the lower front. Variants are coded by cap colour (navy, blush, lilac, aqua), a thin coloured band or the tint of the ingredient image, while the white body, navy script and gold dove never move.

  • Body & bath
  • Light pack
  • Pastel soft-touch
  • Colour-coded range

Color Palette

Approximate colours interpreted from photography. These are screen references, not official brand colours or print specifications.

Pack body

  • Cream White

    #f7f7f5

    White bodies of bars, bottles, jars, tubes, sticks and aerosols

Label

  • Band Navy

    #1f2a6b

    Solid band on bar cartons, body-cream jar lids, hand-cream tubes and the large dove on body love packs

Ink

  • Script Navy

    #1d2463

    Script wordmark, product names, benefit lines and figures like 48h

Accent

  • Dove Gold

    #c3a24f

    Small dove symbol under the wordmark and the 'moisturising cream' drop callout

  • Cream Swirl

    #e6e6e3

    Grey-white shading of the cream ribbon image across the lower front

Range coding

  • Original Blue

    #2d3f9a

    Domed cap on original deodorant sticks and roll-ons

  • Powder Blush

    #f2c4c4

    Cap and product-name tint on powder soft and invisible care deodorants

  • Lilac Cap

    #b7a8d8

    Cap and text band on the relaxing lavender body wash

  • Sensitive Aqua

    #8fcfc9

    Base and accent band on sensitive roll-ons and hypoallergenic washes

  • Reviving Red

    #c8344a

    Cap and product-name ink on the pomegranate body wash

Typography

Suggested visual alternatives, not confirmed brand typefaces. Any scale below is an illustrative estimate.

Script wordmark first, centred in the upper third with the gold dove directly below. The product name follows in a large light lowercase sans, then a one-line benefit in small regular sans, then a small gold callout near the base. Duration and percentage figures (48h, 0%) are set large in thin navy beside small stacked labels.

Type scale

Estimated cap size as a share of the panel · Front of the 250 ml body wash bottle, about 180 mm tall

  • wordmark

    9% · Regular · Display

    Swan

  • claim-figure

    6% · Hairline · Numeral

    0%

  • product-name

    4% · Light · Headline

    caring bath

  • variant

    2.4% · Regular · Headline

    shea butter with warm vanilla

  • band-copy

    2% · Regular · Body

    deep moisture for soft skin

  • callout

    1.4% · Bold · Body

    MOISTURISING CREAM

Fonts

  • Display

    Courgette

    Looks like
    Custom calligraphic italic script; close to Kaufmann Bold or Courgette
    Type
    Upright connected calligraphic script with thick-thin strokes
    Weight
    Regular, drawn heavier
    Case
    Title case
    Tracking
    Normal
    Fallback
    Brush Script MT, Georgia Italic, serif

    The wordmark only, always Script Navy and always paired with the small gold dove centred beneath it.

  • Headline

    Lato

    Looks like
    Gill Sans Light, Dove Sans
    Type
    Light humanist sans
    Weight
    Light, Regular
    Case
    Lowercase
    Tracking
    Slightly open, about +1%
    Fallback
    Gill Sans, Helvetica Neue Light, sans-serif

    Product names ('beauty cream bar', 'original', 'caring bath'), sometimes mixing light and regular weights in one name.

  • Numeral

    Lato

    Looks like
    Gill Sans Light numerals
    Type
    Thin humanist sans figures
    Weight
    Hairline, Light
    Case
    Figures with a symbol
    Tracking
    Tight
    Fallback
    Helvetica Neue Thin, sans-serif

    Large '0%' and '48h' figures on deodorants and '72hr' in the gold drop on creams.

  • Body

    Nunito Sans

    Looks like
    Avenir, Frutiger
    Type
    Soft grotesque
    Weight
    Regular, Bold
    Case
    Sentence case and small caps for callouts
    Tracking
    Normal; callouts +6%
    Fallback
    Arial, sans-serif

    Benefit lines, reversed text in navy bands, the 'MOISTURISING CREAM' callout and multilingual back copy.

Structure & Proportions

Proportions

PurposeValuePreview
White body coverageAbout 85% of the front is plain white
Wordmark widthAbout 45% of front width, centred
Wordmark positionSits about 25% down from the top of the printed area
Cream ribbonAbout 25% of front height across the lower half
Colours per packThree: white, navy, gold, plus one variant cap or band colour—
DensityAiry; one short centred stack with large white margins—

Shapes

ElementValuePreview
Body wash bottleTall waisted bottle with a soft rounded shoulder
Deodorant capMushroom-dome cap
CalloutSmall gold teardrop holding 'moisturising cream' or the hours figure
Cream jarWide round tub with a navy band lid
Hand washPump bottle with rounded shoulders

Finishes

  • Gloss white plastic

    Bottles, sticks and roll-ons · gloss

  • Satin soft print

    Cream ribbon and ingredient renders · soft-touch

  • Metallic gold ink

    Dove symbol and callout on premium lines · metallic

  • Matte board

    Bar cartons · matte

Formats and materials

FormatsBar carton, Roll-on, Deodorant stick, Aerosol can, Shower gel bottle, Pump hand wash, Body cream jar, Squeeze tube
MaterialsPaperboard, White PP and HDPE, Aluminium aerosol, PET bottle
ClosuresDomed caps on sticks and roll-ons, flip caps on body washes, navy or white pumps, wide screw lids on jars
DecorationScript wordmark with gold dove, Navy band, Cream ribbon rendering, Small gold drop callout, Ingredient renders on body washes

Front Panel

Schematic reading order. The diagram’s zone heights do not represent measured artwork proportions.

Centred stack on white: script and dove, lowercase product name, cream ribbon, base band or callout.

ZoneContent
TopNavy script wordmark and gold dove
MiddleLowercase product name, short benefit line, cream ribbon or ingredient render
BottomNavy band or gold callout ('moisturising cream'), volume, duration figure

Range System

One white base with navy and gold; variants are coded by cap colour, a thin colour band or the tint of the ingredient image, never by changing the body colour.

  • Original deodorant = white body + navy dome cap
  • Powder soft = white stick + blush cap and pink name
  • Relaxing body wash = white bottle + lilac cap + lavender and coconut render
  • Sensitive roll-on = white body + aqua base
  • Body love cream = white jar + navy band and large navy dove

Back of Pack & Shelf

The back stays white with the same navy ink: a short benefit paragraph, directions, then the INCI ingredient list in small capitals, followed by multilingual legal copy, PAO and recycling marks and the barcode.

  • Benefit paragraph and directions in the body sans
  • INCI ingredient list in small uppercase
  • Multilingual copy blocks for the market cluster
  • Period-after-opening jar icon and recycling marks
  • Barcode, batch code and manufacturer address

On shelf

On shelf the range reads as a white wall broken only by navy scripts and small cap colours, so the brand blocks by whiteness and the gold dove rather than by colour.

Imagery

A soft white splash or ribbon of cream rendered in grey-white shading sweeping across the lower front; body washes add soft renders of the scent ingredient (shea nut, pomegranate, lavender, aloe). No people on pack.

Guidelines

Do

  • Keep the pack body white (#f7f7f5) and the silhouette soft, waisted and rounded.
  • Centre a navy (#1d2463) script wordmark in the upper third with a small gold (#c3a24f) bird beneath it.
  • Set product names in light lowercase humanist sans at about 4% of pack height.
  • Sweep a grey-white ribbon of cream across the lower front.
  • Code variants with cap colour, a thin band or the ingredient render, not the body.
  • Put a small gold drop beside a tracked-capitals 'moisturising cream' callout near the base.
  • Set duration figures large in a hairline weight.

Don't

  • Don't use saturated coloured bodies.
  • Don't set the wordmark in capitals or a sans.
  • Don't use hard angles or square shoulders on bottles.
  • Don't fill the front with claim bursts or dense copy.
  • Don't use more than one variant colour besides navy and gold on one pack.
  • Don't put photography of people on pack.

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