DOVE ELIXER HAIR OIL
STRUCTURAL DESIGN
Introduction
At Kanchize, we were invited to develop a structural packaging concept for DOVE’s new hair oil range. The objective was to reimagine the traditional perception of hair oil — often seen as heavy and greasy — and transform it into an aspirational, modern beauty essential.
This case study explores how thoughtful form language and emotional storytelling shaped a unique bottle design for DOVE hair oil. Inspired by the mother-daughter bond, the structure redefines traditional hair oil packaging—aligning with DOVE’s promise of care, connection, and modernity.
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Brief
How do we reinvent hair oil — shedding heaviness and stickiness, while keeping the trust of tradition alive?
Research
Inspired from the practices discovered from southern India and recommendation from the formative design research, formulation team infused flower petals in the potent hair oil. It served as emotive trigger and indicated visual cue to fixate user’s belief. It also played up the nourishment quotient and reinforced the idea of oil being “food for hair”.
Approach
This case study decodes nuances of consumer behaviour and hair oiling practices, uncovering their core sensory experiences.
It highlights how sensory perception and response to an elevated design journey become crucial touchpoints—drawing inspiration from the timeless elegance of Attar bottles.
MOODBOARD
KEY INSIGHTS
To elevate the appeal of petal-infused oil, it was essential to balance the bottle design with appropriate branding. Rooted in the ‘Seeing is Believing’ concept, transparency became a key attribute. Screen-printing was chosen to retain clarity while keeping design elements minimal, in line with Dove’s DNA. Since the natural petals tend to lose color over time, a subtle bottle tint was introduced to preserve freshness and enhance visual longevity.
Outcome
Open-ended brief served as an exploratory canvas for the designer, which was validated at each stage with formulation and brand team. Here design marched out beyond the visual and structural space to dive deep into consumer perception, behaviour interpretation and product formulation.
