A brand with a clear purpose.

 

While women have been gradually gaining ground in territories which used to be considered ‘essentially male’, men have also increased their participation in the categories of personal care and cosmetics, and have been demanding more qualified products to meet their expectations.

 

Kong Rex was invited to create the brand and packaging of AVON’s new global platform of products for men. AVON wanted a design that translated its brand positioning and included the brand in this category of products in a clear, modern and unique way.

 

More than only reproducing the key visual codes of the category – which would make the brand be just one more among many –, we believed that it was essential to provide graphic unity for the design: as it is a global platform, we can’t run the risk of having similarities with local brands, nor can we present ‘sterile’ and impersonal design (something that usually occurs with global brands).

 

We adopted the following premises for the graphic project:

• Less is more: having a simple approach and focusing on what is important for men, without unnecessary accessories.

• Easy absorption: clear information hierarchy and a layout that helps male consumers to quickly absorb the message – brand, product, line benefits and technology agent.

• It’s all about men’s world: Bold Sans Serif font and geometric shapes are key elements.

• Identity issues: the layout must be consistent and ensure good acceptance of the brand’s product line through the conception of attractive forms that are new and different.

 

Result: the brand and packaging have been widely approved across regions, and this has guaranteed the successful launch of the AVON MEN global platform.