BREAK THE RULES OF BEAUTY /
RE-BRANDING FOR AVON
Create a re–branding project based on the essence of a brand that is dying and design a new identity system to reposition and expand the brand to a new direction. Build new expansions that open the company to a different demographic. To stay true to its original soul while reviving the brand.
Avon has a lot of potentials to be re-branded and extends into new categories because its brand soul, empowering women, never dies. To present the new brand mission, to help women build self–reliance and live their healthiest lives with a personal care, mental health and wellness. The whole system uses a sophisticated and elegant color palette to show strength and power.