50 years of labels. One big relabel.
The brief
Avery wanted to move beyond being known for labels and become more meaningful to the people creating with them.
The idea
Ideas feel different when you can hold them in your hands.
For decades, Avery has helped people turn digital plans into something real. A labeled jar, a handmade package, a perfectly organized project.
So instead of positioning Avery as a tool, we reframed the brand as something closer to what makers actually experience. A creative partner in the process of bringing ideas to life.
My role
Avery didn’t just need a new voice. They needed a new role in people’s lives.
I defined Avery’s personality as a creative partner — one that’s as invested in the process as the makers using it. The new voice brought warmth, encouragement, and creative momentum to everything from brand messaging to campaign work.
The rebrand resonated quickly, driving a 20% increase in performance within the first eight weeks of launch.