Hermes has unveiled its new brand identity as Evri, to be supported with a marketing campaign run by London agency VCCP.
The delivery firm’s new brand identity was devised by design consultancy firm Superunion, a WPP subsidiary. Leeds-based agency Wolfenden will oversee digital channels with MediaCom appointed to run media.
This will mark the £1.5 billion business’ first foray into mass-media advertising will be centred around a one-minute spot set to air during primetime TV shows, film screenings and on video-on-demand platforms.
The new advert will seek to champion “the raw and real emotional connections drivers and households have up and down the country”. The multimedia campaign will also be rolled out across several digital channels including YouTube and social media via influencer partnerships.
Evri’s new brand image will seek maximum visibility across a wide range of touchpoints, namely physical and digital displays, billboards and banners.
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“Through close consultation with customers, couriers, partners and employees about what is important to them, we have arrived at an innovative and exciting new brand to serve the needs of the UK,” Evri head of marketing, Sarah Taylor-Jones said.
“We are thrilled to communicate this ground-breaking brand to the market as we embark on our mission to create responsible delivery experiences for everyone, everywhere.”
VCCP executive creative director, Mark Orbine noted the large marketing stir the rebrand would cause, saying: “Relaunching Hermes as Evri has been a true delight as it’s probably one of the biggest brand relaunches that the UK will see this year.”
Superunion UK CEO, Holly Maguire added: “We are incredibly proud of the bold and playful Evri brand.”
The rebrand comes at a turbulent time for the parcel delivery firm, with accusations of illegal workplace practices over its negligible compensation of workers forced to self-isolate during the Covid pandemic, followed by a 2021 Citizens’ Advice Bureau report ranking it as the worst delivery firm in the UK
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