DawnMist Rebrand: A Modern Identity Rooted in Compassion and Care

Aimee Kenline, Senior Creative Director 6/26/2025 12:00:00 AM

Products

DawnMist™, Redefined

Where legacy meets innovation - a refreshed identity that strengthens brand equity, enhances care, and unifies our portfolio

In this article we will cover:

Rebranding the DawnMist™ product line
Understanding the creative brief and design objective
Defining DawnMist's design principals
Creating a visual system for the DawnMist™ brand

DawnMist: A New Chapter

Dukal acquired the DawnMist™ brand in 2012 to strengthen its portfolio with a proven line of personal care products that emphasize comfort, dignity, and compassion with the patient in mind. The addition of DawnMist™ expanded Dukal’s portfolio within personal care, offering a broad selection of essentials, including oral care, cleansing, deodorant, shaving, moisturizing, and incontinence products—each designed to support the daily needs of patients and residents.

The redesign of DawnMist™ aimed to evolve the brand into a more compassionate, gender-neutral expression that feels modern, approachable, and aligned with both the personal care market and Dukal’s core values. The design team aimed to create a flexible system—simple enough to scale across diverse substrates and label formats yet distinctive enough to capture attention on the shelf and in clinical settings.

Our Foundational Design Values

The name DawnMist™ evokes a story: the calm, dewy mist at daybreak. Historically, this story was told through varied symbols—an egret, ocean waves, and a rising sun. Dukal’s design team set out to unify these elements into a single, cohesive identity.

The result is a new visual mark that honors the brand’s legacy while building stronger equity for the future. The new icon combines a droplet, representing hydration, cleansing, and care, with a horizon line, symbolizing softness, renewal, and the start of a new day.

The result is a refreshed DawnMist™ logo that is clean, fluid, and comforting—featuring elements of movement, waves, ripples, and gentle mist.

Building a Unified Visual Language

The updated visual system employs a carefully considered color strategy centered on soft, muted tones that enhance the brand’s emotional resonance. A refined color-coding structure enhances product categorization, enabling clinicians and caregivers to quickly identify the right solutions with clarity and confidence.

Typography was modernized to support this clarity—clean, legible, and structured to perform well in both clinical and consumer-facing environments.

Envisioning the Future

The future of DawnMist™ is rooted in compassion. With its renewed identity, the brand is positioned to elevate its impact across healthcare settings by delivering care-focused products with a clear, consistent, and modern voice. The rebrand enhances the DawnMist™ story while establishing a cohesive design language across the whole portfolio—deepening trust, improving recognition, and supporting Dukal’s mission to deliver better health through every detail.