Avon Packaging
Brand Strategy, Brand Identity, Packaging Design, Artwork
Understand First
The Limited Edition Pumpkin range has become one of The Body Shop’s most anticipated seasonal launches, a comforting gourmand scent that returns each autumn to delight loyal fans. For 2025, the brand expanded the ritual by introducing two new additions to the line-up, offering more ways to enjoy the indulgent fragrance, this year known as Sugar Pumpkin. Free The Birds was asked to refresh the packaging for this cult favourite, while re-imagining it for a younger, design-savvy audience.
Free The Birds leaned into the mischievous spirit of autumn, creating a suite of hand-drawn Sugar Pumpkin illustrations that feel quirky, a touch spooky and unmistakably Gen Z.
A bright, bold palette plays against cosy pumpkin tones, while graphic flavour cues spotlight the scent’s gourmand notes. Clean, confident layouts allow the characters and colour to do the storytelling.
The result is packaging that sparks shareability online and amplifies reach across social channels. It refreshes a beloved seasonal icon while bringing warmth, comfort and a desire for collectability amongst a young audience. With two new products rounding out the ritual, the limited edition feels giftable and primed for repeat purchase, strengthening familiarity and anticipation around The Body Shop’s annual Pumpkin drop.
