Skin Diligent
Brand strategy, Brand Identity, Packaging Design, Artwork, Brand Guidelines
Understand First
With Avon embarking on a pivotal journey to unify its brand presence and expand into new retail channels, the need for a cohesive packaging strategy became clear. Historically operating under a “house of brands” model, Avon recognised that a shift towards a stronger “branded house” approach was essential to elevate its visual impact and stand confidently alongside competitors. In partnership with Free The Birds, the business set out to redesign over 1,200 products across fragrance, bodycare, skincare and more – creating a unified identity that not only celebrates Avon’s rich heritage but positions the brand for future growth in bricks-and-mortar retail for the first time in its 138-year history.
Free The Birds approached Avon’s vast packaging portfolio with the challenge of delivering consistency at scale while allowing individual product personalities to flourish. Collaborating closely with Avon’s in-house teams, the agency devised a clear and adaptable label design system – creating structure yet ensuring the flexibility needed for each category to retain its own identity.From typography hierarchy to layout guidance and colour application, every element was considered to build consistency while keeping customer recognition front and centre. The design system allows familiar favourites to sit proudly alongside one another, maintaining their distinctiveness while feeling part of a unified brand family.This new level of cohesion ensures stronger impact, helping consumers to navigate the range intuitively while reinforcing Avon’s position as a modern, relevant beauty brand. The result is a portfolio that balances fresh, elevated aesthetics with commercial practicality – a packaging system that not only supports Avon’s ambitions today, but provides a scalable solution for future product innovations and market expansions.
“We’re at an exciting time for Avon, building on our status as a household name by exploring new channels to grow and reach customers wherever they choose to shop. With our new visual identity and packaging design, we honour our heritage while embracing our future, moving Avon forward with a modern, harmonious and beloved range of products. Free The Birds has truly helped us to achieve this vision, celebrating our history but with a design system that makes room for ongoing growth in our brand house.”
