Avery.
Opening Avery up to a whole new kind of customer.
With a growing customer base outside the traditional corporate market, label company Avery was ready for a new approach and a fresh look to appeal to small business owners. We refreshed the Avery brand, then went on to support it with an ongoing run of campaigns and content, opening the business up to new markets through influencer engagement and social media strategy.
Sector
Expertise
Solution
Background.
A corporate label brand that needed to speak to small business owners.
Avery's branding had historically been corporate, even as more of its customers became small businesses.
Providing stickers and labels largely for office use, Avery's branding had historically been corporate. 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, resonating specifically with small business owners.
The Solution.
A softer identity, brought to life through campaign after campaign.
Designing a softer, more approachable identity.
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 brought people to the forefront. As Avery frequently runs different campaigns marketing diverse product ranges, we created a set of guidelines to show how the different brand identities should be used consistently across digital and printed materials.
Launching the Power-Up campaign for small business owners.
With a promise to 'Power-Up' small businesses, we created a campaign that put the benefits of using Avery products front and centre: elevating brands, improving product presentation and making personalisation easy. Alongside social content and digital advertising, the campaign included a 'Friends of Avery' influencer referral programme, giving Avery the chance to show its know-how and support within the small business community. Avery's first Power-Up Small Business Boost competition gave one winner over £3,000 of support, including cash, agency time, design and print training, and one-to-one business coaching. We later evolved Power-Up to also target home planners and hobbyists, focusing on language and messaging to make Avery more accessible to a wider audience.
Positioning Avery as the go-to for festive labels and cards.
Avery wanted to increase social media engagement using a seasonal campaign and activation ideas, encouraging more customers to consider Avery over the festive period, from small businesses to home users. Through high-end product photography and curated campaign visuals, we showed how Avery's stickers, labels and cards could add the personal, finishing touch to any gift or product.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
Turning everyday moments of joy into a loyalty campaign.
Avery wanted to reward customer loyalty, so across a campaign spanning print, digital and social, we created messaging built around small, relatable moments of joy, like finding spare change in your pocket or opening the curtains to a sunny day. We evolved the campaign over several years with updated slogans, incorporating the Power-Up messaging to keep it consistent with Avery's wider offering.
Building an evergreen campaign around Avery's green values.
With a range of eco labelling solutions available, Avery wanted to highlight its green values while engaging customers. We built a month-long social media campaign spanning multiple platforms, with tips and tricks, information on being more sustainable, and how Avery's products are an eco-friendly choice.
Driving sales with the 'Make It Theirs' Kids' Name Labels campaign.
With a focus on building awareness of Avery's Kids' Name Labels range, we created the 'Make It Theirs' campaign, using bright, engaging imagery and fun illustrative ribbons to make Avery stand out. Rolled out across the Avery website and Amazon store, the campaign aimed to grab the attention of customers using competitor products or not labelling their kids' items at all. We created colourful banners and imagery for Avery's social channels, along with mock-ups of how its Instagram page could look, helping the team plan and prioritise posts around the 'Back to School' period in particular.
The impact.
A brand and a steady run of campaigns that have kept Avery close to small businesses.
The rebrand and the campaigns built on top of it have helped Avery build an ongoing relationship with small business owners, home users and hobbyists alike, from the Power-Up Small Business Boost competition, worth over £3,000 to its winner, to the 'Make It Theirs' campaign, which helped grow sales of the Kids' Name Labels range.
