Dove Nurture | shelbybernard.design

Dove Nurture +

For what matters most,

Inside and out.

Dove Nurture + Product line

Process and pitch book

Dove Nurture+ is line of ten products designed for before and after pregnancy. The below case study showcases the research, marketing, and design process for the line of pregnancy care products from Dove. The final product line was created in the spring semester of 2019 and formally pitched at Ximedica in Providence, Rhode Island, to both Ximedica staff, other Industrial Design students, and guests.

Process Book PDF

Problem

Dove needs a new product line, service, or experience, to increase an existing company's revenue by 20%.

Idea

A line of ten products that aid in relieving symptoms during pregnancy and after birth.

Goal

Develop a product line for a new market that aligns with Dove's brand values.

Role

Co-designed the packaging and products with Eve Moelis. Lead graphic designer for branding and process book.

Key Insight

There is a gap in the market, with few products specifically for the pregnant consumers’ needs.

Category

Product design/brand strategy

Student Project.

About Dove

In order to design for Dove, we first had to understand what Dove’s mission and values they provide to customers. The timeline shown documents significant moments in Dove’s history, giving us a better understanding of what matters to their brand and what products they currently have in the market.

Research

We conducted a survey with both Dove and non-Dove users in order to establish the current market and confirm or further inform our preconceived notions and initial research about the Dove brand. After surveying consumers of varying backgrounds, ages, and genders, we identified where consumers are purchasing their cleaning products, what influences their purchase choices, and how their products make them feel.

In-Store Observation

My design partner and I went in stores to do more consumer research.

Observations:

Dove products targeted to women were displayed next to the Baby Dove products showcasing that females are the primary customers for baby products.
Dove products are priced between $5 and $10, appealing to the middle-class customer.
The Men+Care line is separate from the Dove products in-store. The men’s products are different in appearance, being darker and more “masculine” to attract a different customer.

Defining Opportunities

Through the identification of Dove’s current offers, we realized that the Dove experience stops at the bathroom. We strongly felt that there was an opportunity for Dove to occupy a broader area of the home. With this in mind, we developed four opportunities that enable Dove to play a larger role in the consumers’ lives:

Plush - A cozy experience you don’t wash away.
Pet Cleaning - Self-care for both you and your pets.
Home Care - Safe for the body & safe for the home.
Feminine Products - Disposable care for all needs.

Identifying Our Consumer

With these new insights, we established that Dove could successfully design a product line for the pregnant market.

Observations:

Many of the female consumers who bought Dove also purchased feminine care products.
Many females purchasing Dove were also buying products for pregnancy -These women were later identified as mothers or soon-to-be mothers who trust the Dove brand and feel safe using Dove products while pregnant.

Concept Generation

Dove’s biggest strength is designing topical products, therefore we decided to remain in this field while designing. From our sketches, we gained inspiration from forms and concepts in order to arrive at our final design.

Evaluation & Selection

After a period of ideation sketching, we grouped our designs based on the pregnancy categories.

Targeting primarily pain areas and physical appearance, we realized that these symptoms not only occur during pregnancy, but post-birth as well. After identifying and labeling which of our product ideas were appropriate for these differing time periods, we concluded it would be beneficial to create a line of 10 products.

Dove Nurture+ Product Line

Following much form exploration, we arrived at our final product lines:

Dove Nurture+ Prepare - for symptoms during pregnancy.

Bottom

Dove Nurture+ Restore - for symptoms post-birth.

Branding

After much consideration of a long list of product name ideas, we decided on Dove Nurture+. Nurture means “to care for and encourage the growth and development of”. Dove Nurture+ encourages the growth and development of the entire family, including the idea of caring for yourself in order to care for your baby.

Logo Inspiration

Our logo was inspired by the Baby Dove logo, with a baby dove in gold beneath a parent dove in blue. Since our products are for both pre- and post-pregnancy, we determined our logo would be the symbol for the mother and child as one.

Sample-Size Kit

While our products will be sold individually in stores, a sample-size kit would be beneficial for both the company and the consumers. This kit can be purchased in-store and/or given out by doctors to their patients. This will allow and encourage consumers to test the products at a lower price before committing to the full-size containers.