|Brand: Retro Fragrance Series|
Industry: Beauty & Cosmetics
Designed by: Lauren Casgren-Tindall
Location: New York City, New York
The Challenge: Package Design for a Retro Fragrance
When Avon launched a retro line for women, they needed packaging and design to help their products pop. The line consisted of two fragrances—50’s glam (a floral, sweet, feminine scent inspired by rose, honeysuckle, and fruits), and 60’s pop (a bold declaration of peppered plum, violet leaf, and sensual white woods). The package design for the retro fragrance had to capture the vintage vibe while appealing to a modern audience.
Package and Product Design
I managed the bottle design, created the scent color, and designed the label and packaging. For the 50’s glam line, I wanted to capture femininity, fun, and charm—I Love Lucy, Bewitched, the Pink Ladies. We chose a feminine pastel pink with black for the color palette. We incorporated a glamorous design of floral swirls and stars, a retro vibe of free-spirited fun.
The 60’s pop line needed to sizzle. I wanted to capture the Twiggy mod vibe. We fused red, white, and black together in a palette that popped visually and represented boldness, exploration, and experimentation. The pattern on the packaging was inspired by the retro, geometric 60’s style.
We designed clean, simple bottle and package styles with a minimalist and unassuming typeface, letting the patterns and logos maintain the focus.
As a result, the designs for the retro line were fun and inviting, a glamorous throwback to the 50’s and 60’s. They appealed to a young demographic fascinated with all things vintage.