Avon
Brand Strategy, Brand Identity, Artwork, Brand World, Print Management, Brand Guidelines
Understand First
In an increasingly competitive luxury skincare market, Susanne Kaufmann sought to elevate and enhance its brand presence and packaging to better reflect its Alpine heritage and pioneering approach to natural beauty. With ambitions to enhance its positioning on the shelves of leading beauty and skincare retailers, the brand turned to Free The Birds to help articulate its vision and create packaging that reinforces its distinctive status while staying true to its commitment to mindful, sustainable beauty.
Free The Birds partnered with Susanne Kaufmann to create a refreshed secondary packaging system that balances understated luxury with powerful storytelling. Central to this design is the introduction of the bird motif, an emblem previously used in seasonal gifting, now elevated to a permanent fixture across the range. Rendered in a bold red, the icon embodies the brand’s natural origins, efficacy, and dedication to sustainable wellbeing.The packaging is further enhanced with premium finishes, including a soft-touch material that echoes the tactile experience of the products themselves, and a clean, considered design aesthetic that mirrors the brand’s holistic philosophy. Free The Birds also helped to refine the brand’s positioning, ensuring that the story of its Alpine roots, spa heritage, and innovative clean skincare formulations is communicated consistently and compellingly across all customer touchpoints. This new packaging system not only honours the brand’s heritage but positions Susanne Kaufmann for future growth, creating a design language that feels both timeless and adaptable.
“Our mission has always been to harness the power of nature in the most responsible, effective way possible. We were delighted to collaborate with Free The Birds on a refreshed packaging and positioning that honours our Alpine roots, while reflecting our continual drive for innovation in clean skincare. This new identity, anchored by our iconic bird motif, encapsulates our commitment to mindful, results-driven beauty, allowing us to further connect with consumers who share our passion for sustainable wellbeing.”
Kerry Evans, CEO, Susanne Kaufmann
