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Avon Simple Elements: A Fragrance Based on Life’s Little Pleasures

Avon Simple Elements fragrance line packaging design with transparent bottles and pastel yellow, green and blue labels.
Project Info
Brand: Simple Elements Fragrance
Client: Avon
Industry: Beauty & Cosmetics
Designed by: Lauren Casgren-Tindall
Location: New York City, New York
Expertise Provided
Brand Identity
Package Design
Product Design
Creative Deliverables
Brand identity
Package design
Product design

The Challenge: Product Packaging for a Fragrance Line

Avon’s Simple Elements fragrance was created to capture the tiny moments around us into the perfect scent. There’s beauty in simplicity, and pleasure in the little things. As part of the Avon design team, I managed the design and branding, including the product packaging for the fragrance line. Our goal was to reflect that effortless enjoyment of life’s small pleasures. 

The Project

Package and Product Design

To begin with, we designed the bottles to be transparent, and just barely tinted. This provided a hint of the fragrance’s inspiration while still maintaining a clean and pure feeling. Then we selected a thin, pure, and unassuming typeface. Finally, the boxes are straightforward and minimalistic, without noise or complication. Each bottle and box combination draws from the name, the scent, and the atmosphere it creates. 

Simple Elements for Her

Simple Elements for Her contained three fragrances inspired by finding happiness in nature:

  • Perfect Cotton: a soft floral scent entwined with the essence of dried cotton, with rose and soft woods. 
  • Warm Sunshine: a sunny floral harmony infused with fresh mandarin, lily of the valley and amber. 
  • Meadow Dew: the scent of sparkling dew drops in the morning. 
Avon Simple Elements fragrance line packaging design with transparent bottles and pastel yellow, green and blue labels.

Firstly, we chose baby blue for Perfect Cotton, a gentle and calm tone to capture the airy softness of cotton. Then for Warm Sunshine, we selected a golden yellow that was radiant and serene, like bathing in sunlight. Finally, for Meadow Dew we chose a light green to evoke nature and tranquility. 

Simple Elements for Him

Simple Elements for Him was composed of three scents inspired by the earth:

  • Clean Spices: a spicy, herbal scent entwining cardamom, ginger, patchouli, musk, and cedar. 
  • Refreshing Rain: a fresh, aquatic, airy scent. 
  • Crisp Forest: a fresh-woody, outdoorsy fragrance. 
Avon Simple Elements fragrance line packaging design with transparent bottles and dark blue, green and red labels.

The deep blue for Refreshing Rain brings feelings of serenity from light spring showers. The olive green for Crisp Forest reflects nature and peace. The rich brown of Clean Spices creates an image of strength from the earth. 

The Results

As a result, our team’s product designs encapsulated the unadorned beauty around us, the moments in life that offer peace and happiness. They established the sense of simplicity while still offering visual appeal and interest. 

Great aesthetic, highly creative packaging – always delivers and is a pleasure to work with.

—Patricia Demnisky-Green, Director of Global Package Design, Avon Products