The Dove 2025 Brand Refresh focused on evolving the brand’s visual identity to feel more contemporary and relevant within a fast-moving social world, while staying true to Dove’s core ethos. The brief was to update the branding, colour palette and typography so they worked seamlessly across social, broadcast, print and POS, creating a more flexible and unified system.

Central to the refresh was the development of clearer talent and product photography guidelines, bringing greater consistency to the work while continuing to celebrate real women in an honest, considered way. The updated photography balances realness and confidence, ensuring the brand feels both human and recognisably Dove.

A full suite of social and motion guidelines was also created, defining layout, typography, transitions and rhythm to ensure the visual world feels cohesive in both static and moving formats. The result is a unified design system that allows Dove to show up consistently and confidently across every platform.