Dove’s new Reusable Bottle & Concentrate Refills by JDO

Dove’s new Reusable Bottle & Concentrate Refills by JDO

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design agency sustainable packaging health & beauty packaging

Brand design agency JDO creates a fresh and elegant design for Dove’s new Body Wash Reusable Bottle & Concentrate Refills.

Brand design agency JDO creates a fresh and elegant design for Dove’s new Body Wash Reusable Bottle & Concentrate Refills.

As a household name and leading brand in the personal care market, Dove is committed to creating positive change, whether that be for real beauty or care for our planet. Moving towards a more sustainable approach to packaging, Dove’s new Body Wash Reusable Bottle & Concentrate Refills provides consumers with a simple solution to reduce their impact on the environment while still achieving the same Dove care.

To support the new campaign, JDO was tasked with designing a range of reusable bottles as well as concentrate refills and starter kits that both maintained the iconic Dove aesthetic and conveyed the innovative sustainable proposition in a clear and compelling way. A key factor of the brief was to encourage consumers to engage in the new concept by making a line of bottles that were ‘too beautiful to throw away’.


Embracing Dove’s iconic design queues, the palette consists of Dove’s traditional blue and green tones on a white background. Botanical imagery in elegant modern illustrations adorn the bottles, the layered green ferns against the silver of the premium aluminium bottle give off a spa-like quality. The final touch is a Dove icon in gold with the instructions, ‘Refill, Reuse, Repeat’. The overall design is simple, informative and effective with visuals for the launch campaign and a ‘how-to-use’ video to use across touchpoints.

This innovation is so easy to use, and Dove products are renowned for their quality that there was no need to over-clutter the bottles or the concentrate refills with too much information. This allowed us to really focus on creating a clean aesthetic that appealed to the consumer desire for more sustainable solutions as well as their desire for beautiful products. Our hope is to inspire them to use Dove’s new Body Wash Reusable Bottle & Concentrate Refills for a new personal care routine that looks good in the bathroom, feels good on the skin and does good for the planet over time. ” - Bronwen Westrip, Creative Director at JDO.

For more information about JDO’s design visit their website or follow them on Instagram .

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