The Fairy Light Shop
- Brand strategy
- Marketing communications
- Visual identity
A specialty online retail store, The Fairy Light Shop offers cool, occasion lighting to decorate both indoor and outdoor spaces. Director Belinda approached Voice with the goal of improving consumer awareness, 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 and celebrate something new.” 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.
Once initial brand work was complete, Voice went to work to express the brand online, developing an online store that worked strongly 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 ecommerce functions to suit their needs.
“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