A specialty online retail store, The Fairy Light Shop offers cool occasional lighting to decorate both indoor and outdoor spaces. Director Belinda approached Voice with the goal of improving consumer awareness and widening the opportunity for the brand and increasing sales.

Voice identified that the opportunity for the online store lay in shifting people’s perceptions. ”Fairy lights are about more than Christmas!” says Voice Director Neil Sparksman. “They’re a magical way to lift your mood, celebrate something new, something achieved or something wonderful – a birthday, halloween, a new house or just a few good friends coming for dinner.”

With this in mind, Voice developed a strategy and a new, positive brand essence that encouraged people to change the way they thought of fairy lights: ‘celebrate every day’. This was followed by a fresh visual identity, logo and tagline – ‘add something wonderful’ – and a refresh of the website.

“Voice have revolutionised our brand…. they were very insightful and perceptive in pin-pointing what our brand needed to make it successful and came up with a new positioning and concept which we absolutely love. This has given us a stronger presence in the market both at home and internationally” – Belinda Gregg. Director.  The Fairy Light Shop


The Fairy Light Shop

What we did

Strategy and Positioning, Logo and Visual Identity Design, Marketing and Sales Collateral, Packaging

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