Dodie, a prestigious French baby care brand with a legacy spanning more than six decades, embarked on a transformative journey of brand packaging rejuvenation with Labbrand. The objective was to craft a packaging design that authentically embodied the essence of tailored softness – a hallmark of the Dodie experience. Drawing inspiration from its French heritage, Dodie introduced Valentin the Rabbit as the embodiment of this softness, aiming to resonate with a contemporary cohort of mothers.
The prevailing trend of premiumization has taken a firm hold within the diaper’s category, leading to the emergence of niche brands that cater to discerning consumers. E-commerce platforms are rapidly evolving, while traditional maternity and baby-care outlets remain pivotal offline channels.
However, in the midst of these shifts, Dodie’s past iterations of product packaging have adhered to a conventional mindset. This has inadvertently led to a lack of the brand’s distinctive French DNA and a failure to consistently convey the core value of softness that Dodie epitomizes.
To remedy these limitations, a comprehensive strategy must be devised. This entails outlining a cohesive approach and clear direction that will guide the transformation of both existing and forthcoming product lines. This holistic approach is imperative to establish a unified and consistent visual language and architectural framework. Such an alignment is essential not only to remain in sync with the premiumization trend but also to effectively communicate the very essence of Dodie’s commitment to delivering supreme quality baby care products characterized by their softness.
1. Definning Brand Authenticity in the Era of Premiumization
Opportunity to amplify current brand values and product intrinsic role in parenthood experience. Dodie—enabling those cherished moments of interactions together between parents and their children.
2. Creating an Authentic and Ownable Expression on Bespoke Softness in the Market
The Dodie French Style and Spirit Owning the French Origin through the Brand’s radiant, positive spirit. We formed new narratives and content experiences through meaningful associations arising from the Brand DNA, which communicates Dodie’s value proposition on Bespoke Softness, evolving the product experience with perspective to the younger generation of moms.
3. Creating a Unified and Distinctive Product Experience Throughout the Portfolio and Amongst Product Variants
The Dodie Spirit – communicating the rich proposition of Bespoke Softness (Product Intrinsic + Cherished Moments) and French essence, with perspective to retail and e-commerce channels as a superior solution.
Be My Valentin – Brand Iconicity Reimagined
Deliver authenticity with distinction in the market through Dodie’s equity and establishment of a Brand IP. We strived to set the industry standard as the leading benchmark in the category.
With the introduction of a new visual language and architecture featuring Valentin the Rabbit as the IP anchor point, Dodie’s brand packaging design rejuvenation project has successfully brought the brand’s core elements to life: supreme quality, French style and spirit, and softness.
The results of this endeavor have been remarkable. Dodie’s market share in the ultra-high-end diaper segment has experienced a significant increase of 7%. Moreover, the brand has achieved a remarkable YoY revenue growth of 16.9%, signaling the positive reception and demand for Dodie’s revamped packaging and enhanced brand identity. By tapping into the premiumization trend and effectively communicating the brand’s essence, Dodie has successfully positioned itself as a leading player in the competitive market.
Thank you Labbrand team for all the love and efforts put into Dodie! You’ve created a masterpiece and it really adds value to how the brand performs in the market.
Marketing Director of Dodie H&H Group
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