“Free The Birds: Reinventing Avon for 2023” explores how London studio Free The Birds transformed the global cosmetics brand Avon through a comprehensive rebranding initiative. Initially tasked with refreshing Avon’s packaging design, Free The Birds conducted an in-depth assessment of Avon’s global identity and discovered inconsistencies across platforms. This led to the development of a branded house approach—a cohesive strategy with a new visual identity for all brand channels and applications. The re-energized brand world includes a new hallmark logo, packaging design, website, and social media assets, reflecting Avon’s new positioning, “Embrace Your Power.” By partnering with Dalton Maag, Free The Birds also evolved Avon’s typeface, maintaining brand recognition while enhancing letterforms. The rebranding campaign is currently being rolled out across various territories, revitalizing Avon and positioning it for continued success.
Brief and Scope
Avon, one of the world’s largest beauty brands, recently embarked on a global rebranding campaign in collaboration with London-based design studio Free The Birds. The initial brief for Free The Birds was to revitalize Avon’s packaging design. However, during their audit of Avon’s current positioning, they discovered that the brand’s identity had become diluted and inconsistent across platforms. As a result, the scope of the project expanded to include a cohesive strategy and visual identity for all brand channels and applications.
Logo and Typeface
As part of the rebranding, Avon introduced a new hallmark logo designed by Free The Birds. The logo is housed in a strong plinth shape and features a vibrant “power pink” color, which reflects the brand’s values and commitment to causes like the fight against breast cancer. Free The Birds also collaborated with Dalton Maag to evolve Avon’s typeface while maintaining brand recognition. The new typeface features refined and balanced letterforms.
Rebranding Campaign Rollout
The rebranding campaign is being rolled out across Europe, the Middle East & Africa, South Latin America, North Latin America, and Asia-Pacific territories. The aim of the campaign is to reenergize Avon’s brand world, including its visual and verbal identity. This encompasses the new logo, packaging design, website, and social media assets. The campaign reflects Avon’s new brand positioning, titled “Embrace Your Power,” which celebrates the unique power inherent in every woman.
Avon’s Iconic Status
Avon, originally founded in 1867, achieved iconic status throughout the 20th century, known for its door-to-door makeup sales. Although it may no longer be on everyone’s cultural radar, Avon remains an active global beauty brand. In 2020, Avon recorded annual sales of $9.1 billion worldwide, making it the second-largest multi-level marketing enterprise after Amway.
Avon’s Global Presence
Avon has a significant global presence, with operations in various regions, including Europe, the Middle East & Africa, South Latin America, North Latin America, and Asia-Pacific territories. The brand’s extensive reach allows it to connect with diverse markets and serve a wide range of customers.
Avon’s Sales and Revenue
Avon’s annual sales in 2020 amounted to $9.1 billion worldwide. This impressive revenue highlights the brand’s continued success and market dominance in the beauty industry. With its multi-level marketing approach and global reach, Avon has established itself as a powerhouse in the cosmetics market.
Avon’s Historical Significance
Avon’s historical significance stems from its long-standing presence in the beauty industry. For over a century, Avon has played a vital role in empowering women through its products and business opportunities. The brand’s iconic status and cultural impact have contributed to its enduring legacy.
Avon’s Previous Branding
Prior to the rebranding campaign, Avon’s branding had become inconsistent across platforms, diluting the brand’s identity. The need for a more cohesive and consistent approach prompted Avon to collaborate with Free The Birds to develop a new visual identity that accurately reflects the brand’s values and positioning.
Avon’s New ‘Embrace Your Power’ Positioning
Avon’s new brand positioning, titled “Embrace Your Power,” serves as the foundation for the rebranding campaign. This positioning celebrates the unique power that every woman possesses and aims to empower women to feel like the best versions of themselves. The new visual identity developed by Free The Birds aligns with this positioning and effectively communicates Avon’s message of empowerment.
Avon’s Partnership with Free The Birds
Avon’s partnership with Free The Birds was instrumental in the successful execution of the rebranding campaign. Free The Birds, with its expertise in the beauty and wellness sectors, collaborated closely with Avon to develop a comprehensive strategy and visual identity. The outcome of this collaboration reflects Avon’s energy, empowerment, and commitment to its employees, representatives, and customers.
In conclusion, Avon’s global rebranding campaign, in collaboration with Free The Birds, signals a remarkable transformation for the iconic beauty brand. The new visual identity and positioning celebrate the inherent power of every woman and establish a cohesive and consistent brand presence across all platforms. With its extensive global presence and impressive sales and revenue, Avon continues to be a leading force in the beauty industry.