Avon were piloting a new way to launch. With society in lock-down, physical product launches were no longer possible, everything had to be digital and remote. It was going to be harder to hold the interest of the attendees and evoke that sense of occasion. Without the grandeur of an events space the postal packaging had to deliver the physicality of the brand.

They needed a box to prompt surprise and generate anticipation among the select press and influencers in attendance. It needed to be share-worthy, photogenic and embody ‘Spring’ – the theme of the event.

Concept

The final design is reminiscent of a bag or ‘clutch’, with a re-usable padlock securing its centre. The box was designed so it can only be opened with the combination revealed at the event’s outset. This was set to 135 to celebrate Avon’s anniversary.

To capture a sense of ‘Spring’ the gradient on the exterior transitions from Avon’s brand colours on the base – intense purples and reds – towards soft pastels and hazy yellows.

Technical

From a technical point of view the design posed a number of challenges. Extensive prototyping was required to hone the final dieline. For one, the hole in the centre couldn’t allow product to escape, or allow inquisitive fingers inside. The opening had to close securely and rely entirely on the padlock in the centre to keep it that way. The side panels were tapered to prevent prying, and the construction was robust enough to ensure that the box arrived in a photogenic condition. The final design managed to achieve this without requiring any glue or tape.

Results

The packaging performed exceptionally well at the event – one influencer notably remarked: