Beauty giant Avon reveals global rebrand
The work by London-based Free The Birds builds on Avon’s new ‘Embrace Your Power’ brand positioning, designed by Wunderman Thompson and unveiled in January. Free The Birds’ work extends to the iconic beauty brand’s new logo, packaging design, website and social media assets.
Having been operating for nearly 140 years, the latest Avon identity update represents an important step in its long-term brand strategy. The independent brand and communication design agency’s initial mission was simply to redesign Avon’s packaging, but an audit it undertook revealed Avon’s brand had significantly diluted over time.
To combat this and the brand inconsistencies which existed across touchpoints, it was agreed that a new cohesive strategy should be crafted. The new brand world this led to touches across brand equities such as the colour palette, primary typography, photographic style, advertising layouts, brand guidelines and visual personality.
Nick Vaus, partner and creative director at Free The Birds, says, “Avon is an iconic beauty brand with true purpose on a global scale. But like all heritage brands it needs to stay relevant and that requires purposeful transformation. It became very obvious very quickly the power and potential a total brand identity refresh would unlock.”
The impact the revised brand commands is underpinned by its bold pink colour. Reflecting a number of brand values, including its commitment to donating a share of profits to breast cancer charities, it is also complemented by other colours to show off Avon’s new positioning.
Hoping to create a refined font which remained true to the original, the new Avon typeface was conceived in partnership with independent font foundry Dalton Maag.
Kristof Neirynck, CMO at Avon, adds, “Our unique value proposition for customers is the personalised beauty services and advice by someone in their community who really knows and understands their needs. The aim with this rebrand was to celebrate Avon’s USP in the market which has always focussed on creating products that help our customers feel the best version of themselves.”
The altered Avon identity, which celebrates the brand's belief that every woman is born with her own unique power, is now rolling out across European, Middle East and African, South Latin American, North Latin American and Asian Pacific territories.
