Dove Kids Care
Dove Kids Care is part of the Dove Self-Esteem Project (DSEP) which has been teaching self-confidence to young people since 2004 and is the largest self-esteem educator in the world. The premise behind the project is that young people are much more capable of reaching their full potential when they have a true sense of self-worth.
The Dove Kids Care sub-range is aimed at kids aged 3 to 10 years old and is launching in the US and Canadian markets.
The new range encourages children to recognise and embrace their differences and the uniqueness that makes them who they are. Each product brings to life and celebrates a positive affirmation such as: ‘I am awesome, brave and strong!,’ ‘I am thoughtful, caring and fun!,’ ‘I am loving, kind and cool!,’ and ‘I am fantastic, smart and helpful’ to help champion positive mental changes in outlook.
We chose to collaborate with children’s book illustrator Lucy Fleming, whose love of creating quirky yet compelling characters and passion for storytelling felt completely in tune with the aspirations for the new range. Lucy has successfully hand-crafted a bespoke group of illustrated kids from diverse backgrounds who feel real and unique rather than contrived and perfect.
“This is Dove at its most playful!”: says Amy Elshenawy, Design Director at PB Creative.
“We’ve adjusted the brand’s tone of voice and its look and feel to be more appropriate for young kids without feeling too babyish. The range design and illustrations are warm and gentle using a carefully selected complementary colour palette to Dove core. We wanted to appeal to a wide range of young kids while still delivering the authority and brand recognition of Dove.”
