Avon, one of the biggest beauty brands in the world, has undergone a major transformation with the help of London studio Free The Birds. The brand, which was founded in 1867 and known for its door-to-door sales, partnered with Free The Birds to create a new visual identity that reflects its new brand positioning, “Embrace Your Power.” The rebrand includes a new logo, packaging design, and website, among other elements, all aimed at celebrating the unique power that every woman has. Avon’s global rebrand is an exciting step forward that brings a fresh and empowering look to the iconic beauty brand.
Brief and Scope
Identifying the need for rebranding
Avon, one of the world’s biggest beauty brands, recognized the need for a more consistent identity across all its global platforms. The company partnered with London-based design studio Free The Birds to develop a global rebrand as part of a long-term strategic brand refresh.
Auditing Avon’s current positioning
Free The Birds conducted an audit of Avon’s current positioning and discovered that its identity had become diluted and inconsistent across platforms over time.
Developing a branded house approach
To address the issue of inconsistent branding, Free The Birds worked with Avon to develop a branded house approach. This approach aims to create a cohesive strategy with a new visual identity for all Avon brand channels and applications.
Creating a cohesive strategy
The re-energized brand world includes a new hallmark logo, packaging design, website, and social media assets. The elements of the brand equities, such as brand color, primary typography, photography style, advertising layouts, brand guidelines, and brand visual personality, were also refined to reflect Avon’s new “Embrace Your Power” brand positioning.
New hallmark logo
The hallmark logo was designed by Free The Birds and features a strong plinth shape with a vibrant “power pink” color. This color choice reflects Avon’s values, including its commitment to fighting breast cancer.
Use of brand color and typography
Avon’s new visual identity incorporates new brand colors that reflect the brand’s new positioning. Additionally, Free The Birds partnered with Dalton Maag to evolve Avon’s typeface, ensuring brand recognition while creating more balanced letterforms.
Refining the typeface
Working with Dalton Maag, the typeface for Avon was refined to create more balanced letterforms while staying true to the original font.
Avon’s brand color was carefully chosen to reflect the brand’s values and create a strong, impactful visual identity.
The primary typography of Avon’s new visual identity was refined to create more balanced letterforms while maintaining brand recognition.
Avon’s new visual identity includes a photography style that aligns with the brand’s positioning and reflects the unique power of women.
The advertising layouts of Avon’s new visual identity were developed to create a cohesive and impactful brand presence across all platforms.
Brand guidelines were developed to ensure the consistent application of Avon’s new visual identity across all brand channels and applications.
Brand visual personality
Avon’s new visual identity reflects the brand’s values, beliefs, and unique positioning, creating a distinct brand personality.
Embrace Your Power Brand Positioning
Introduction to the brand positioning
Avon’s “Embrace Your Power” brand positioning celebrates the belief that every woman is born with her own unique power.
Celebrating women’s unique power
Avon’s new brand positioning celebrates the unique power of women and aims to empower them to feel their best.
Aligning with Avon’s beliefs and values
The “Embrace Your Power” brand positioning aligns with Avon’s long-standing commitment to empowering women and creating products that help them feel their best.
Logo and Typeface
Designing a strong plinth-shaped hallmark
Free The Birds designed a strong plinth-shaped hallmark for Avon’s new visual identity that represents the brand’s values and creates a powerful visual impact.
Incorporating ‘power pink’ color
The use of “power pink” in Avon’s new hallmark logo reflects the brand’s values and commitment to fighting breast cancer.
Evolution of Avon’s typeface with Dalton Maag
Working with Dalton Maag, Avon’s typeface was refined to create more balanced letterforms while maintaining brand recognition.
Rollout and Implementation
Geographical regions for rebranding
Avon’s rebranding campaign is being rolled out across five geographical regions: Europe, the Middle East & Africa, South Latin America, North Latin America, and Asia-Pacific territories.
Europe, the Middle East & Africa
Avon’s new visual identity is being implemented across the Europe, the Middle East, and Africa regions, creating a cohesive brand presence in these markets.
South Latin America
The new visual identity is also being rolled out in South Latin America, ensuring a consistent brand experience for customers in this region.
North Latin America
Avon’s new visual identity is being implemented in North Latin America, creating a cohesive brand presence across multiple countries.
The rebranded Avon visual identity is also being rolled out across Asia-Pacific territories, ensuring a consistent brand experience in these markets.
Staying relevant as a heritage brand
As a heritage brand, Avon recognizes the importance of staying relevant in the ever-changing beauty industry. The brand’s rebranding efforts are part of its transformation to remain competitive in the market.
Unlocking power and potential through rebranding
Avon’s rebranding aims to unlock the brand’s power and potential by creating a cohesive and impactful visual identity that reflects the brand’s values and unique positioning.
Engaging with the new look and feel
Avon is actively engaging with its new visual identity and embracing the brand’s new look and feel. The company is excited about the outcome of the collaboration with Free The Birds and believes that the rebranding aligns with Avon’s energy and empowerment.
Partnership with Free The Birds
London-based design studio
Free The Birds, the design studio responsible for Avon’s rebranding, is based in London and has a strong heritage in the beauty industry and other sectors.
Strong heritage in the beauty industry
Free The Birds’ strong heritage in the beauty industry makes them a perfect partner for Avon’s rebranding efforts. The design studio has experience working with other beauty brands and understands the industry’s unique challenges.
Collaboration with Avon for brand refresh
Free The Birds collaborated with Avon to develop a new visual identity and brand refresh that reflects the brand’s positioning and values. The partnership resulted in a successful and impactful rebranding campaign.
Avon’s Unique Value Proposition
Personalized beauty services and advice
Avon’s unique value proposition is its personalized beauty services and advice. The brand aims to provide customers with tailored recommendations and guidance to help them feel their best.
Focus on understanding customers’ needs
Avon places a strong emphasis on understanding its customers’ needs and providing them with products and services that address those needs. The brand takes pride in its ability to connect with customers on a personal level.
Embodying energy and empowerment
Avon’s new visual identity and brand positioning embody energy and empowerment. The brand aims to inspire and empower women to embrace their unique power and feel confident in their own skin.
Feedback and Outcome
Positive response from Avon’s CMO
Avon’s Chief Marketing Officer (CMO) provided positive feedback on the rebranding efforts, expressing satisfaction with the outcome and the alignment with Avon’s overall multi-channel transformation.
Alignment with multi-channel transformation
The rebranding efforts by Free The Birds aligned with Avon’s multi-channel transformation strategy, ensuring a consistent brand experience across all platforms and channels.
Matching Avon’s energy and empowerment
Avon believes that the rebranding successfully matches the brand’s energy and empowerment. The new visual identity reflects Avon’s values and unique positioning, resonating with employees, representatives, and customers alike.
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