Rexona/Dove Deodorant stick structure
Unilever in the US were responding to their competitor’s new premium double-walled pack when they briefed project Morpheus to create more elevated structural offerings for their own portfolio of stick deos.
Originally intended as a 5-brand project (Axe, Degree Men & Women and Dove Men & Women), focus eventually turned to delivering a pack that could work for both Degree and Dove for women.
The structure developed very much with ergonomics at the core - specifically the in-hand feel.
The shaping was a balance of the soft approachability, so dear to Dove consumers, with a taut elegance more aligned to the athletically active Degree users.
Whilst the brands clearly targeted different consumers, there were felt to be enough similarities to share an underlying structure and this became the focus of the job.
The original sketch was identified from a raft of design work covering all 5 Unilever deodorant brands.
In its original guise it was destined for use by Degree but with evolution of the treatments it became clear that it suited both Dove and Degree.
