Tuesday, 9 January 2007 | Levent OZLER
HLB, Dove Unveil Droplet Theme for New Campaign for Real Beauty Products
Herbst LaZar Bell Inc. (HLB), the world's largest privately held product development firm, announced recently that it has collaborated with Unilever's internal design team and Dove Global Design Director Richard Seymour to develop a new initiative for Dove's "Campaign for Real Beauty." The theme of the campaign centers on a droplet design for the new Nourishing Hand Wash products, a never-before-seen look that turns the old bottle upside down and emphasizes the pure natural form of a droplet.
"When Dove initially set out to launch their 'Real Beauty' campaign, they counted on us to help develop a truly beautiful solution," stated Mark Dziersk, Senior Vice President of Design and Marketing for HLB. "The new hand wash bottles, along with the droplet theme not only illustrate the beauty of this individual product, but also the cohesiveness of the entire 'Real Beauty' product line."
The new package is strategically designed to imitate the shape and curvature of the Dove soap bar, giving it an iconic form factor that communicates the brand promise - a gentle, natural solution for washing hands. Through its unique "Meaningful Design TM" process, HLB assisted Unilever in implementing a branding campaign around the idea of a droplet that helps emphasize these principles, as well as the sensual curves of the 1/4 moisturizing bar that women love.
One of these initiatives can be seen in a section of the Dove website, where the droplet motif highlights the different attributes of the bottles. The user can click on the pump of the bottle, which then releases droplets onto the screen that display tips and benefits of using the hand wash products. An additional page on the site focuses on the three different bottles (Deep Moisture, Cool Moisture, and Purifying) and their individual features.
The droplet package design is completely unique from all other bottles in the category. Communication of brand relevancy is clear, allowing consumer's to visually tie the hand wash in with other products in the "Real Beauty" DNA, which was developed by Richard Seymour and the internal Unilever team. This distinctive ID along with the droplet branding creates a consistent experience for the consumer both in the store and aesthetically in bathrooms around the world.
Herbst LaZar Bell
Herbst LaZar Bell Inc. (HLB) is an internationally recognized, multidisciplinary product design and consulting firm that specializes in the consumer and medical marketplaces. HLB offers turnkey innovation and select services in creating products that make lives more enjoyable, more convenient and more fulfilling for those who use them, a process known as "Meaningful Design TM." HLB is responsible for numerous breakthrough products, including the Embrace Heart Stabilizer, the Motorola NFL Coaches Headset, and the iRobot Roomba Discovery Floorvac. Offices are located in Chicago, Boston and Los Angeles.
Herbst LaZar Bell: http://www.dexigner.com/directory/detail/8487/
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