Avery Dennison:
one system, many accounts.
Building account-specific retail communications that could feel relevant to each environment while remaining clear, consistent and production-ready.
Adapt to the account without fragmenting the brand.
Retail programs often need to speak to very different customer environments. A message relevant to Target may need a different emphasis for Kroger, Meijer or Blue Apron. Producing every piece as a one-off creates inconsistency, slows delivery and makes campaigns harder to extend.
The goal was to create enough flexibility for account relevance while preserving a coherent Avery Dennison story and a dependable production standard.
A modular idea built for real placements.
The work established a repeatable campaign language—message hierarchy, layout logic, image behavior and calls to action—then adapted it to the needs of selected retail accounts. Each execution could acknowledge the customer context while still belonging to the same communications family.
- Defined the central campaign proposition and visual hierarchy.
- Developed account-specific creative for major retail environments.
- Adapted concepts across digital, retail and presentation formats.
- Prepared artwork for efficient review, production and rollout.
This balance between system and variation is what makes campaign operations scalable: teams do not have to choose between relevance and consistency.
Distinct contexts.
A connected voice.
Creative that can travel.
The resulting system demonstrated how a strong creative foundation can support multiple accounts, formats and moments without becoming generic. The commercial value sits in faster adaptation, stronger recognition and clearer customer communication—not just a collection of attractive pieces.
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Make every execution feel connected.
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