The picture is taken from here.
It comes with no surprise that the packaging of
Dove and Axe’s products has two very different styles, that reflect the spirit
of each of the brands.
In Dove’s packaging white colour prevails,
especially in the women’s collection. It goes together with some other pastel
colours, for example light blue or pink, and with gold colour, that a bird,
Dove’s logo, is coloured in. For the men’s collection packaging, Dove has
chosen to go with the gentle grey colour, accompanied with a silver colour.
Both collections seem very elegant and sophisticated due to the accurate
cursive print style.
Dove’s
products are presented in many shapes, for example body creams are usually
presented in big bottles and deodorants can be both in small or big sizes
depending on the texture (stick or spray). Overall, the shape is rather a classic
one, that exists among other brands, but remains very practical.
The picture is taken from here.
Axe’s packaging almost often black, and not
grey as Dove’s men collection, accompanied with bright bold colours like red,
yellow or blue. These colours express energy and drive to AXE’s potential
buyers. The print the company uses on its product is also in the spirit of the
brand.
Speaking about Axe’s packaging, as a Dove’s one,
it’s also pretty standard and convenient in use.
By comparing packaging of the men’s collection
of Dove and Axe it’s possible to say that these products have different
consumer targets and attract their consumers differently. Dove presents a
picture of a caring brand for its consumers’ needs, especially being himself
(as speaking about men’s collection) by presenting the elegant design with
pastel colours on its products. While Axe presents a picture of a brand, that
helps its customers to stand out by using bright colours on the dark font on
their product packaging to stand out on the shelves in stores attracting
consumers’ views.
Both Dove and Axe’s products can be found in
many big and small groceries shops. They are placed in the beauty and skin care
area together with other resembling products.
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