21 Mar 2022

Hermes becomes Evri

The UK's largest dedicated parcel delivery company becomes Evri, with the brand created by Superunion. 

Evri, the new name and brand for Hermes, the UK's largest dedicated parcel delivery company, unveils its new identity and accompanying advertising campaign to launch the brand. Evri's new brand strategy, visual identity and logo was created by WPP creative company Superunion. Devised by VCCP London, the new brand campaign seeks to introduce a total revamp of the famous courier service, with media led by Mediacom and is elevated through organic digital channels by Wolfenden. Aligned to its growth strategy and designed to complement its expansion plans, the integrated campaign reveals a complete rebrand as Evri embarks on its mission to create positive and reliable delivery experiences for everyone, everywhere. 

The launch of the new Evri brand sees the company's first ever TV advertising campaign and represents the ongoing transformation of Hermes UK - a business that has tripled in size over the last five years to become a £1.5bn revenue business. It now delivers more than 700m parcels for 80% of the UK's top retailers - fulfilling the demands of evolving shopping habits and continuing to revolutionise UK retail. The diverse and inclusive Evri brand created by Superunion, reflects a new customer-centric business strategy, powered by technology and embedded in community. Evri is a business committed to positive customer experience and sustainable innovation - Evri now provides the most expansive coverage in the UK with flexible, personalised deliveries and collections both home and away - including Evri ParcelShops inside Tesco convenience stores. 

The name Evri - devised by Superunion - represents variety and individuality and is brought to life typographically with variable font intelligence. Together with Monotype and Superunion's creative technology team in Hong Kong and Singapore, Superunion created a generative tool that allows the brand to create 194, 481 bespoke logo artworks for their brand estate and delivery fleet. This allows for real uniqueness within the brand, with every vehicle across the fleet able to sport its own logo. 

Superunion also worked with Monotype to create a headline typeface where each of the default characters is stylistically different across the brand's comms. Each character (A-Z) is then accompanied by 20 OpenType alternate-glyphs, all of which are completely different with their own unique display design. The set also includes numerals 0-9 with four style variant sets and a single default set of punctuation and symbols. An OpenType style-alt typeface of this scale pushes the limits of what is technologically achievable and is very rarely seen, and is remarkable for a brand project. 

 

The multi-million pound campaign launches with a 30" hero film directed by Bafta nominee Charlotte Regan called 'New Arrival', created by VCCP London and the creative is centred around the relationship delivery drivers build with their customers. The TV spot will debut during Gogglebox and Coronation Street and follows the story of an expectant mother and her husband as they journey towards the birth of their child and beyond, setting out to remind the nation how personal the relationship is between delivery drivers and their customers, aiming to inject emotion into the delivery service category and show that there is love and care in each parcel. The relationship builds throughout the film and wraps up with the strapline 'Evri delivery made for you'. 

The new Evri brand puts people and community at the heart of its business and the campaign creative heroes the raw and real emotional connections drivers and households have up and down the country, every single day. The 60" hero film will run on YouTube with the 30" cutdown driving the TV activity, debuting on 18th March with hero peak spots during Gogglebox and Coronation Street. Highlighting the different elements of Evri's human and community driven parcel delivery business, the 30" edit will further by supported across VOD. The campaign will be rolled out across multiple digital channels (online video, YT, social & influencers) aiming for maximum awareness in order to land the new brand name across both Evri's B2B and B2C audiences. With a full system approach, this campaign activity has been closely aligned with the roll out of the new Evri owned estate, CRM activity and PR launch to maximise the new brand visibility across the brand's multitude of touchpoints from day one. Media strategy, planning and buying was orchestrated by Mediacom. 

Sarah Taylor-Jones, Head of Marketing at Evri, said: "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. As the UK's largest dedicated parcel delivery company, delivering over 700 million parcels a year on behalf of many of Europe's leading retailers including Next, John Lewis and ASOS, we have increased our commitment to sustainability and more closely serving the needs of partners and customers. 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."

Caroline Watson, Senior Brand Manager at Evri, said: "Working with such superb agency partners to bring the Evri brand to market has been a joy. A partnership approach with close and direct collaboration between the creative teams and us at Evri has created both a brand and a launch campaign that is genuinely warm, diverse and inclusive and which represents our customer centric business strategy perfectly."

Holly Maguire, UK CEO at Superunion, said: "This is a landmark moment, not just for delivery, but for UK retail as Evri brings its renewed customer commitment to life - taking responsibility for every parcel, everywhere it's needed. We are incredibly proud of the bold and playful Evri brand - a brand and identity that celebrates the diversity of the incredible people that power this business and the scale and breadth of the people they serve."

Mark Orbine, Executive Creative Director at VCCP London, said: "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. Over the last couple of years especially our delivery drivers and courier services have been a real lifeline for many, and what we've managed to create with Evri is a powerful film, full of warm human emotion that we can all resonate with. Look out for an Evri delivery near you as we welcome back the return of reliable delivery experiences for everyone, everywhere"

Lizzie Morgan, Senior Associate Director at Mediacom, said  “Brand building from scratch is one of the most exciting challenges we face. Rebranding a business that touches over 2 million households a day required extensive modelling from our Systems Intelligence department to ensure that the launch media strategy would maximise spend, optimise flighting and mitigate any risk. The end result is a paid, owned and earned campaign that will reach 97% of the UK, publicly elevate the new Evri brand for both b2c and b2b audiences, and imbue positive sentiment through trusted media channels, partners and contexts.”

'New Arrival from Evri is live from today and will run for 6 months across TV, VOD, OOH, digital, online display and social media, including an influencer campaign. The new brand identity has been created by Superunion and the launch campaign created by VCCP, media has been planned and executed by Mediacom, PR is led by Weston Partnership and all organic digital channels are handled by Wolfenden.