The Fairy Light Shop

  • Brand strategy
  • Marketing communications
  • Packaging
  • Visual identity

A speciality online retail store, The Fairy Light Shop offers excellent occasion lighting to decorate indoor and outdoor spaces. Director Belinda approached Voice to improve consumer awareness, widen the opportunity for the brand and increase 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 Managing Partner Neil Sparksman. “They’re a magical way to lift your mood and celebrate something new.” With this in mind, Voice developed the strategy and a new, positive brand essence that encouraged people to change how they thought of fairy lights: ‘celebrate every day’. Following it was a fresh visual identity, logo and tagline – ‘add something wonderful’ – and a website refresh.

Once initial brand work was complete, Voice went to work to express the brand online, developing an online store that worked powerfully with search engines. Great photography, promotional product ideas, social media and EDM expressions ensured the new brand had a great start to its new digital life. The client also worked directly with our digital team to optimise and individualise e-commerce functions to suit their needs.

Voice has revolutionised our brand. They were very insightful and wise in pinpointing what our brand needed to make it successful and came up with a new positioning and concept, which we love. It’s given us a more robust market presence at home and internationally.

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