Avon: a new identity for the iconic heritage brand
Total strategic brand refresh. A cohesive global identity. Empowered communication of core values.

Understand First

Following an initial brief to reinvigorate packaging design to reflect Avon’s new positioning, ‘Embrace your Power’, we conducted a deeper audit into the renowned beauty brand’s global positioning. We recognised the existing identity was becoming inconsistent and watered down, lost in sub-brands.

Beautiful Thinking

Avon needed a branded house approach; one cohesive strategy in a new visual and verbal identity for all channels.

This comprehensive new brand identity included a new hallmark logo, packaging design, website and social media assets, brand equities including colour, typography and other elements including internal comms, photography style, advertising layouts, brand guidelines and brand visual personality. ‘Embrace Your Power’ is used as the central theme throughout.

The result is a visual identity which celebrates the new positioning and embodies the confidence Avon gives women all over the world – a platform for growth, equality and inclusivity.

Kristof Neirynck, CMO at Avon

“Working with Free The Birds allowed us to see what was needed to bring the Avon brand in line with this bold level of multi-channel transformation, and we’re thrilled with the outcome of the collaboration on this project. The brand now matches the energy and empowerment that Avon brings to both our employees and our customers.”

Avon website design
Avon website design
Brand Strategy, Brand Identity, Artwork, Brand World, Print Management, Brand Guidelines

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