This academic project explored a hypothetical expansion of Dove into the menstrual-care category through a line of tampons, pads, and feminine wipes.

The project combined packaging design with brand research, competitive analysis, consumer research, pricing, promotion, and launch planning.

The final concept focused on natural personal care, environmentally conscious packaging, and a clean visual identity that could feel distinct while still fitting within Dove’s broader brand.

MARKETING RESEARCH · PACKAGING DESIGN · PROTOTYPING · STUDIO PHOTOGRAPHY · PHOTO RETOUCHING

Research into Dove’s existing brand identified strong associations with cleanliness, personal care, confidence, and natural beauty.

A SWOT analysis highlighted Dove’s recognizable identity and real-person marketing as strengths, while premium-leaning pricing and a crowded personal-care market presented potential challenges. The analysis also identified opportunities to expand Dove’s product offering and strengthen its appeal to consumers interested in natural and environmentally conscious products.

BRAND AUDIT · SWOT ANALYSIS

Primary research* included a one-on-one interview with a college-aged consumer. The participant described Dove as “pure and clean,” but also relatively expensive, and expressed an interest in seeing brands communicate environmental responsibility more clearly.

Secondary research* examined competitors including Olay, Nivea, and Tampax Pure Organic. Tampax was especially relevant to the proposed product line because its packaging, simplified product positioning, and use of plant-based and recycled materials demonstrated how the menstrual-care category was beginning to respond to changing consumer priorities.

PRIMARY RESEARCH* · SECONDARY RESEARCH* · COMPETITIVE ANALYSIS

*Research reflects information available at the time of the original project.

The proposed line targeted consumers who valued self-care, cleanliness, natural beauty, and personal wellness. The products were positioned in the middle-to-upper price range to remain consistent with Dove’s existing brand value.

The original marketing plan included grocery and drugstore distribution, online sales, social media advertising, video, in-store promotion, coupons, public relations, and sales promotions.

The campaign’s central message encouraged consumers to view menstruation as a normal part of personal care while supporting Dove’s broader themes of confidence and body acceptance.

TARGET AUDIENCE · 4Ps · CAMPAIGN STRATEGY

The packaging translated the project’s research into a simple, natural visual system.

Recycled brown Kraft paper was used to reinforce the environmentally conscious direction of the concept, while minimal typography, botanical illustrations, and generous negative space created a clean and approachable appearance.

The original product positioning emphasized organic and simplified materials, with “organic / non-toxic” featured prominently within the packaging design.

The tagline,

“kind to the planet and your body”

connected the two central ideas behind the product line: personal care and environmental consideration.

MATERIALS · VISUAL IDENTITY · SUSTAINABILITY

This project was one of my first opportunities to connect graphic design with brand, consumer, and competitive research.

It helped shape my understanding of packaging as more than a visual exercise—the material, message, positioning, and marketing strategy can all contribute to how a product is perceived.

If I revisited the project today, I would expand the primary research sample, conduct user testing, and more thoroughly validate product and sustainability claims before moving toward production.