Patterned Purpose

Mel was commissioned by Avon to develop six distinctive patterns as part of a wide-ranging illustration project supporting three of the brand’s key advocacy campaigns: Breast Cancer Awareness Month, preventing Violence Against Women and Girls, and International Women’s Day.

Designed to live across packaging as well as print and digital touchpoints, the patterns balance clarity with expression, pairing graphic, logo-led constructions based on Avon’s square mark with more fluid, organic counterparts. The dual approach allows each cause to speak with both structure and emotion, aligning with Avon’s brand language.

Used internationally across campaign materials, the patterns complement a wider set of hero illustrations and icons, reinforcing Avon’s long-standing commitment to women-led causes.