Global beauty company AVON has revealed its new packaging design across brands including fragrances, bodycare and skincare, designed by brand elevation agency Free The Birds.
The brand and the creative agency announced the start of their partnership in September 2023, planning to transform AVON’s visual identity and design strategy from individual sub brands to a stronger, more cohesive branded house.
The two have worked together to execute the roll out of over 1,200 redesigned product lines. Free The Birds says AVON’s launch into Superdrug last year demonstrated the necessity for a clear, cohesive presence on the shelves as its brands sat side by side - outside of a catalogue or website presence - for the first time.
Free The Birds created a label design system which provided strong guiding principles and structure across most categories, with the new brandmark at the centre. Also designed by the brand elevation agency, the brandmark features the AVON logo - protected in the rebrand to maintain consumer recognition – sitting within a plinth, said to represent the beauty brand’s purpose of helping to elevate its diverse community.
Apparently, the redesigned brandmark seeks to deliver the coherence previously missing across the portfolio, placed centrally and confidently, whilst the rest of the packaging allows the individual brand personalities and semiotics to be ‘free and expressive’.
We reported on the beauty company’s global rebrand last year, which saw the start of its partnership with Free The Birds, updating its packaging design and creating a new, ‘female-positive’ visual identity. The hallmark was positioned in a plinth shape with an ‘iconic power pink’ colour, said to reflect AVON’s previous ties to breast cancer awareness and aspire towards optimism and mobilization.
In May this year, AVON collaborated with Amcor to launch the AmPrima Plus refill pouch for its Little Black Dress classic shower gels in China, aiming to reduce carbon footprint and water consumption. Compared to the legacy container, the companies claimed that the new pouch would result in an 83% reduction in carbon footprint and an 88% and 79% reduction in water consumption and renewable energy when recycled.
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