• by Amy Corr  @MediaPostOTL, May 4, 2016

CBX rebranded Avalon Organics, a line of organic beauty products. The agency reframed the brand with the Personal Care team at Hain Celestial. In addition to creating new packaging, design and nomenclature systems for Avalon's five product lines, the team built a brand book; clarified Avalon Organics brand personality; and conducted internal training to support writing around the new master brand. New packaging designed for Avalon Organics' shampoos, conditioners, moisturizers and other products -- including those belonging to its Intense Defense and Wrinkle Therapy lines -- are now available nationwide. "We did a wholesale change from the Avalon Organics brand's previous look, although we did preserve important equities such as the green bottle color," said Rick Barrack, chief creative officer and founding partner. "We wanted to make a big deal out of transparency and owning the brand colors for more impact at shelf. It's a crowded category, so brand-blocking was important."