From a
packaging point of view “Dove” and “Le petit Marseillais”, are very different
and each boast their own brand identity. The main objectives of the packaging
are to differentiate themselves, convey a message, reflect the brand value and
be easily recognizable on the shelves.
“Dove” and “le petit Marseillais” have well integrated this concept and applied
it to their entire range of beauty care product (Shampoo, body wash…). Both
brands have managed to standardize the design of their products while
segmenting the different range of product.
Dove
packaging:
On Dove
packaging the white color predominates. White is the emblematic color of Dove,
in fact it is a reminder of the basic concept of the brand: “a product
consisting of ¼ of milk”. White refers to the origins of the brand and also contributes
to evoke the purity, the simplicity and the light. Otherwise, Dove has
introduced a code system on each product in order to segment the product
benefits, the intrinsic quality of products and also the consumer needs.
The product’s
shape and size is unique to each product line. In fact, Dove provide sophisticate
and elaborate packaging. Dove differentiates himself from its competitors with
original packaging and ergonomic shape.
Body Wash product: milk drop
Shampoo product: Long tube with a wide base (compare to the top)
Beauty bar product: Rectangular cardboard (the shape of the product is oval)
Lotion: elongate tube and streaked
Body Wash product: milk drop
Shampoo product: Long tube with a wide base (compare to the top)
Beauty bar product: Rectangular cardboard (the shape of the product is oval)
Lotion: elongate tube and streaked
The design
of the label is simple, we find the logo and the brand on top, and some product
information below. Sometimes there is a small drawing in the middle evoking the
creamy and soft property of the product.
Le Petit Marseillais packaging:
Unlike
Dove, the packaging of « Le Petit Marseillais » is very colorful. The
packaging highlights a single bright and flashy color depending on the scent of
the product. The colors on the packaging are used to recall the origins of the
brand and its values: conjure up the
nature and the Provence region. Le Petit Marseillais segments its products through
the color and the shape of the stopper (for the body wash product).
The shape
of the bottles differs slightly from one product line to another. However, the
shape is fairly simple compared to the dove product. Body Wash bottles are rectangular
with assertive angles while shampoo bottles have slightly rounded angles.
The design
of the label is warm/welcoming, we find at the top the logo of the brand and in
the middle there is a summary drawing that highlights the ingredients and
scents within the bottle. The packaging is playing with the consumer emotion.
Hervé
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