ALL STAR COMFORT

JDO has been a global creative partner to Dove for over 15 years, most recently leading the redesign of the Dove Men+Care deodorant range. The strength of that collaboration led the brand to appoint JDO once again, this time for one of its most high-profile global partnerships. Working across three variants and multiple formats, the independent creative team delivered a cohesive pack system designed to play fast, stand out on the shelf, and reflect the care and confidence at the heart of the brand.

Rather than defaulting to literal flag iconography, the designs reinterpret stars and stripes at scale, using movement, rhythm, and abstraction to inject energy across the range. Graphic elements are pushed beyond the expected, forming dynamic compositions that echo the motion of a football in play.

“The biggest challenge of this project was striking the right balance between national pride and global appeal, expressing ‘America’ in a way that felt modern and relevant to football fans, without leaning into overt patriotism. At the same time, the design had to stay true to Dove Men+Care’s core brand identity while integrating the FIFA World Cup branding, all within a limited-edition format that demanded immediacy, simplicity, and strong shelf impact.”

- Ray Smith, Creative Director @ JDO Global

The three variants are confident and refined, creating a range that feels premium, contemporary, and unmistakably Dove Men+Care. Striker Swag features a football motif, Fresh Victory is defined by a rising star, and All Star Comfort brings stars and stripes together in a bold, graphic expression. The FIFA World Cup logo is seamlessly integrated into the pack architecture, present and impactful without overpowering the Dove Men+Care brand. The brand’s signature grey anchors the range, ensuring strong recognition across SKUs, while vibrant, engaging colours hero each variant’s sensorial or ingredient story at maximum scale.

This is an incredibly exciting moment for the brand. The FIFA World Cup is a global stage, and the partnership with FIFA deserved a design that felt confident, contemporary, and true to Dove. This is a goal-scoring limited-edition range that brings together sport, culture, and brand with clarity and confidence.