Avon Packaging
Brand Strategy, Brand Identity, Packaging Design, Artwork
Understand First
Recognising the promise of a sector with significant potential, The Body Shop sought to tap into the growing hype around fragrance mists among Gen Z and Gen Alpha. Known for building consumer loyalty through ranges rooted in gourmand, edible-smelling scents, expanding into mists was a natural next step. The Body Shop turned to Free The Birds to craft packaging that would bring these fragrances to life – breaking the brand mould with a design that felt fresh, expressive, and instantly appealing to a younger audience
Free The Birds reimagined The Body Shop’s fragrance mists for a new generation, distilling joy, nostalgia and modern digital flair into a refined, sustainable design.
The creative direction drew from retro references and the aesthetics of online culture to strike a chord with younger audiences. Gen Z packaging trends identified and influential in the design – healing pastels, industrial finishes and cartoonised illustrations – combined to form a product range that is minimal yet expressive, clean yet characterful. Elegant, feminine typography grounded the design in simplicity, while small, sweet details gave each mist its own personality.
This balance of restraint and whimsy was key to breaking The Body Shop mould. Paired-back structures allowed space for joyful colour and flavour storytelling, while ensuring the mists felt grown-up enough to sit proudly on a dressing table. The result is a new take on fragrance that speaks the visual language of youth. Refined, relatable and ready to spritz.
