Products
DawnMist, Redefined
Where legacy meets innovation - a refreshed identity that strengthens brand equity, enhances care, and unifies our portfolio
- Rebranding DawnMist
- Our Design Objective
- Design Principles
- Visual System
- Vision for Tomorrow
DawnMist: A New Chapter
As a trusted provider across personal care, acute care, and corrections, 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 in healthcare environments. The addition of DawnMist expanded Dukal’s reach within personal care, offering a broad selection of essentials, including oral care, cleansing, deodorant, shaving, moisturizing, and incontinence care products—each designed to support the daily needs of patients and residents.
Now the second-largest brand in Dukal’s portfolio, DawnMist aligns with the company’s mission to enhance family and community health while delivering meaningful value to health systems. With CHG-compatible, hypoallergenic, paraben-free, and sulfate-free formulations, DawnMist supports clinical protocols, patient safety, and operational efficiency—providing high-quality, cost-effective solutions for care delivery across a range of medical settings.
While consumer research affirmed DawnMist’s strong standalone equity, it also revealed a limited association with the Dukal master brand—highlighting a key opportunity to strengthen brand integration and unlock greater value across the portfolio.
Defining Our Design Mission
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 Fondational 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.
