Free The Birds crafts bold brand identity for Avon’s new fragrance line ‘Perfect Nonsense’

Avon partnered with London-based branding agency Free The Birds to create Perfect Nonsense, a disruptive new fragrance collection aimed at redefining the brand’s appeal to modern fragrance consumers. The challenge was to stand out in a saturated market while capturing a younger, originality-seeking audience through unexpected scent pairings and progressive storytelling. Free The Birds delivered a complete brand world — from tone of voice to packaging — that fuses contradiction with creativity, positioning Avon as both a legacy innovator and a future-focused beauty leader.