Avon

CLIENT: AVON
SECTOR: RETAIL, BEAUTY
DELIVERABLES: packaging

ABOUT:
Avon is a 130 year old beauty brand, started to help women get financial freedom. At the time being unique with its’ home selling and the famous phrase ‘-Ding dong, Avon calling’ they reached a huge audience.
Avon is in the process to broaden their target group, rebrand and are aiming to be a destination brand.
Today Avon is the biggest selling fragrance in the world.

CHALLENGE:
-Rebrand an existing popular fragrance called ‘Little Black Dress’
-Elevate the component and the packaging after previous cost savings
-Make ‘Little Black Dress’ feel like Avon’s Chanel no5, the go to fragrance for all occasion use
-Design to be changeable for ‘day and ‘night’ or limited edition varieties

GOAL FOR TRANSFORMATION:
- Connecting to Avon True brand while having its’ own identity as Little Black Dress
- Little Black Dress to be re-energised
- Little Black Dress to regain quality, design and fragrance experience (after previous production savings)

DESIGN 1 ALWAYS READY, EMPOWERED

A concept which strongly supports the mother brand and making Avon a destination. A design aspiring to empower women, increase their confidence and always feel ready.

LOGO:
With inspiration from fashion logos like Sonia Rykiel and Day we create a timeless and classic logo.
By using the Avon font, Zona Pro, and highlighting the 'A' within LITTLE BLACK DRESS we get a strong connection to the mother brand and strengthening the customer’s perception of Avon.

Outer sleeve idea for a campaign or an event like Valentine’s day or a summer campaign

ADCEPT: Dare to be you, happy, colourful, playful. Strong women icons.

DESIGN 2 ALWAYS READY,ADMIRED

A concept with a strong editorial look, connecting not only with fashion magazines (messenger of trend setting) but also giving the customer a story that highlight quality ingredients and the long experience of Avon. The customers’ aspiration is to always be ready and to be admired.

LOGO:
Inspired by Fashion magazine logos you get an immediate connection to the ‘Little Black Dress’.
A classic regular weight aniqua, Bodoni, is used and a quality seal is added to talk about the ingredients and the long experience of Avon, on the cartons we have space to tell this story.