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Dove Elixir HAIR OIL
Redefining Haircare through Design Innovation
Challenge:
The hair oiling experience is often perceived as outdated and messy, with packaging commonly associated with sticky, leaky bottles that feel unappealing and inconvenient to use.
Unilever partnered with Kanchize Design Studio to disrupt the traditional hair oil category by crafting an aspirational modern hair oil.
Our Creative Solution:
Concept
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Dove Elixir was born from the insight that many Indian users make hair oil more “potent” by mixing ingredients or soaking herbs. This inspired a premium product concept with visible flower petals in a tinted glass bottle, taking cues from precious attar bottles. A pump-enabled design, clear visuals, and minimalist branding captured Dove’s care DNA while signalling innovation. It was Dove’s first move into the hair oil category and remains a milestone project for Kanchize.
Design Language
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Maintained Dove’s clean, elegant identity through minimal screen-printed branding.
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Used a crisp white outer carton for shelf standout and ease of stacking.
Structural Design
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Designed a perfume-inspired 3D bottle structure with a pump dispenser for an elevated user experience.
Sub- Branding
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Developed a refined typographic identity that reflects delicate petal cues—subtly embedded within the "Elixir" wordmark.
Impact and Results:
The design successfully shifted user perception from “tacky” to “transformative,” offering a lightweight, guilt-free oiling ritual. It strengthened Dove’s premium positioning in the haircare segment and created deep emotional resonance with migrated hair oil users. This project stands as a benchmark for insight-led, cross-disciplinary packaging design.
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