|Brand: Outspoken by Fergie Fragrance|
Industry: Beauty & Cosmetics
Designed by: Lauren Casgren-Tindall and Avon design team
Location: New York City, New York
The Challenge: Fragrance Branding and Packaging for Fergie
Avon partnered with Fergie to bring a new fragrance line for daring women. I managed the branding and packaging of the new fragrance for Fergie. Our goal was to create designs that captured Fergie’s unique and vibrant personality, reflected the essence of the fragrance, and aligned with the Avon brand.
Outspoken by Fergie Fragrance—uninhibited, feminine, floral—is for the woman who needs no introduction. With her fearless confidence, true to herself and her beliefs… she is Outspoken. Sexy. Fearless. Unexpected. An outrageously bold expression of iced berry contrasted with ultra-feminine tuberose absolute and racy black leather.
“I’m so excited to partner with Avon to develop my first-ever fragrance. I’m always seeking out new ways to express myself, and fragrance is the perfect opportunity to share my originality and confidence with my fans, and the Avon customer. I couldn’t be happier to be working with a brand with such a strong reputation for supporting women.”—Fergie
Product and Package Design
Our team at Avon worked closely with Fergie herself to perfect the vibe of the packaging and bottle. The collaborative effort produced vivacious, eye-catching boxes, and unique, bold bottles.
The color palette was black and purple—regal, strong, and expressive. The imagery is mysterious, intriguing, and feminine. In addition, we chose a flirty script font that popped on the black and purple and drew the eye immediately.
The collaborative efforts along with our design expertise and the quality scent created a successful launch. As a result, Outspoken by Fergie ended up becoming one of Avon’s best-selling fragrances.