Burberry has a loyal customer base and has always looked for ways to engage their audience through innovation and attention to detail. Avery Dennison was asked to increase interaction and create a memorable experience for customers visiting the flagship stores in London, Tokyo and New York. Something that could be done in-store would also add value to an exclusive experience.

To ensure that Burberry stands out on the highstreet from other luxury brands, we looked to hyper personalisation to make customer feel special and reinforce their love for the brand. Premium finished cards customised with gold-foiled illustrations and address details would accompany POS tags in mini envelopes. These cards would act as a memento when taking home one of the products and would be available exclusively in-store from the three flagship stores.

To enhance the brand engagement even further, an additional in-store gifting experience was proposed. A premium gift card could accompany products, complete with the initials of the recipient and a bespoke message on the card. The initials would be debossed with a traditional compact letterpress for a personal feel.