Tone of Voice
Our strategy was to refresh the Avery brand and position it as the perfect partner in business with quality products to match the biggest ambitions.
Providing stickers and labels largely for office use, Avery’s branding has historically been corporate. So we created a softer, more approachable identity and developed a new tone of voice that would resonate specifically with small business owners. We introduced a pastel colour palette and friendly typography, as well as lifestyle photography that would bring people to the forefront.
With a promise to ‘Power-Up’ small businesses, we then created a campaign that pulled into focus the benefits of using Avery products to elevate brands, improve product presentation and allow easy personalisation. As well as social content and digital advertising, our campaign incorporated a ‘Friends of Avery’ influencer referral programme, giving Avery the opportunity to demonstrate their know-how and supportiveness within the small business community.
In a campaign that spans print, digital and social, we created messaging that unlocks a relatable feeling; a flicker of warmth, a spark of happiness, a little moment of joy that is insignificant, and yet so significant. It could be finding spare change in your pocket or opening the curtains to a beautiful sunny day.
With flexible messaging and strong campaign visuals, Avery have the power to continue creating those little moments of joy for their customers throughout the year.
This campaign was built to span a month, with posts and engagement across multiple platforms; such as tips and tricks, information on how to be more green and how Avery and their products are an eco-friendly choice.