MARS Dove / GALAXY

Intent

Dove (known as Galaxy in select markets) is Mars’ largest global chocolate brand, synonymous with silky-smooth indulgence. As the brand expanded into new markets, categories, and formats, the existing design lacked the coherence and flexibility to support a unified global presence. Mars needed a new masterbrand identity—one that could anchor Dove | Galaxy in its core equity of smoothness, while enabling creative stretch across multiple expressions, product lines, and cultural contexts.

The challenge

The brand required a unifying vision to drive global iconicity and local market flexibility to accommodate diverse platforms, products, formats, cultural differences and aesthetics.

The idea

We built a new brand world around Dove’s most ownable asset: its smoothness. This idea became the guiding principle behind every design element, starting with a bold new wordmark that flows with the elegance of melted chocolate.

The Power of Pleasure – our new design system reaffirms the brands silky smooth credentials with the introduction of a chocolate flow device overlaid with a silk device which appears in multicolours as the new easy-to-navigate design architecture. Silk expressions were also reinterpreted in the iconic form of the ‘D’ & ‘G’ for the gifting portfolio.

This visual and verbal identity was crafted with adaptability in mind—capable of flexing from everyday indulgence to premium gifting, from tablets and bars to seasonal, limited editions and beyond. A global brand playbook was developed to empower local markets with tools to activate the masterbrand in a coherent, yet culturally relevant way.

The impact

Launched across the U.S., EMEA, the Middle East, and China, the refreshed Distinctive Brand Assets strengthened Dove/Galaxy’s brand presence and storytelling across its entire portfolio and innovation pipeline. The results speak for themselves: a 20% year-to-date increase in blocks, improved distribution, and a 60% boost in brand sentiment.