Dove Design & Branding FLAW-LESS by Nous Collaborative

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Industry Skin Care
Media Design & Branding
Market United Kingdom
Agency Nous Collaborative
Illustrator Clio Delcour-Min, Natalie Doto, Simon Phan
Released February 2012

Credits & Description

Category: Logo Design
Advertiser: DOVE
Product/Service: FLAW-LESS
Illustrator: Clio Delcour-Min (Gilles & Cecilie Studio)
Illustrator: Natalie Doto (Gilles & Cecilie Studio)
Illustrator: Simon Phan (Gilles & Cecilie Studio)
Photographer: (Jonni)
Boards: (Evidently)
Film: (Evidently)
Media placement: Card Game - Dove Self-Esteem Fund Activity - 28.02.12

Describe the brief from the client
In October 2011, Dove launched Real Beauty by Design, a series of workshops inviting young designers to bring Dove’s Brand Mission and unique point-of-view on beauty to life. Dove’s Brand Mission is its deep commitment to helping women and girls realise their personal potential for beauty, and the young designers were invited to share their interpretation through the medium of design.

Describe the challenges and key objectives
The key objective was to bring Dove’s Brand Mission to life in new and unexpected ways, whilst the main challenge was doing so via the medium of design and staying true to Dove’s visual DNA.

Describe how you arrived at the final design
FLAW-LESS stands out with its simple yet insightful approach to beauty and self-esteem. In-line with Dove’s brand values, FLAW-LESS explores how perceptions of beauty vary from culture to culture and features that might be perceived as flaws in one culture may represent positive characteristics in another.
By matching ‘outside’ picture cards with their ‘inside’ qualities, the game encourages young girls to discover that something, which might look like a flaw on the outside, can have a deeper meaning on the inside. The cards feature playful hand-drawn illustrations portraying flaws in a humorous yet provocative light, cleverly bringing out their inner meanings by combining inspiring expressions with a quirky typeface.

Give some indication of how successful the outcome was in the market
The simplicity and quirky humour of the FLAW-LESS game creates a unique setting for young girls to discuss, learn, and explore their inner and outer beauty, the perfect learning moment from which the seed of self-esteem can be nurtured and continue to grow.
As part of Dove’s commitment to help women and girls realise their personal potential for beauty, the brand has created the Dove Self-Esteem Fund which supports young girls in building a more positive relationship with beauty.
This year, FLAW-LESS will be integrated into the Dove Self-Esteem Fund classroom resources and workshops, touching the lives of 150,000 girls globally in 2012.