Avery enters a bold new chapter: refreshed brand identity, new integrated campaign, and UK leadership updates
This marks one of the most significant brand updates in Avery’s recent history, designed to make the brand feel more contemporary and more human, while remaining unmistakably Avery.
A new look & feel and brand tagline — confident, expressive, built for today
Avery’s refreshed brand identity is rooted in a simple truth: labels may be small, but what they enable is huge. The new visual system brings this to life through brighter colours and punchy contrast that signal energy and optimism; cleaner, more confident design that’s pared back and easy to navigate; and a more human touch, with relatable settings that reflect how labels are used in everyday life.
Avery has created a dynamic, contemporary design language that works seamlessly across channels and environments. The result is a brand that feels brighter, clearer, and more expressive — a visual step forward that still honours the trust, quality, and heritage Avery is known for.
“Making Ideas Stick” is Avery’s enduring brand promise and the tagline that accompanies the refreshed identity. It’s a playful nod to what Avery does best — labels that hold strong — but also a deeper statement of purpose: helping people turn ideas into something tangible, organised, and ready to share with the world.
Introducing the new campaign: Small Labels, Big Possibilities
Launching alongside the new brand identity is Avery’s campaign, Small Labels, Big Possibilities. The campaign shines a light on the often-underestimated role labels play in everyday life and work.
Labels are typically seen as purely functional — tools for organisation and order. But anyone who uses them regularly knows they do far more than that. This new campaign broadens the story, celebrating labels as a way to bring clarity to the chaos, spark creativity, and give people the confidence to keep things moving. Whether someone is building a small business, preparing classroom resources, organising a workspace, or simply trying to get life in order, labels help turn goals into action.
The campaign will be brought to life across digital platforms, trade communications, email marketing, social channels, and promotional activities.
Built around choice: from print-at-home to fully printed solutions
Avery continues to offer one of the most flexible propositions in the market, giving customers the freedom to choose the solution that fits their needs. From packaged labels that can be printed in the office or at home, to customisable blank labels configurable by shape, size, material, and quantity, through to Avery’s premium print service for full end-to-end support — the aim is simple: to make high-quality labelling accessible, genuinely useful, and relevant for everyone.
UK Leadership Team Updates
As Avery enters this next chapter, the business is also announcing key changes within the UK leadership team.
Kristine Humphreys appointed European Marketing Director
Kristine Humphreys, currently Commercial Director UK, will take on the role of European Marketing Director. In this role, she will lead the European marketing team as Avery enters the next phase of growth for its core Labels business. Kristine brings extensive experience in brand management and marketing across major FMCG brands prior to joining Avery, positioning her strongly to lead the team forward.
Shaun Tidman appointed Commercial Director, UK & Ireland
Shaun Tidman, currently Head of Sales UK, will step into the role of Commercial Director UK & Ireland, leading commercial strategy and performance across the UK business. During his time heading up Sales, Shaun has overseen complex commercial discussions, built strong relationships with trade partners, and increased the visibility of the Avery brand across the industry.
These changes will take effect from 1st March 2026.
After 27 years with Avery, Sean Flanagan, Operations Director UK/France, has decided to retire in December 2025. Sean has made significant contributions to the business, particularly at the Raunds production site, and we are incredibly grateful for the impact he has had on both the operations and the team. In the next few months, Sean will support Avery as a specialist consultant on selected projects.
Sid Pearson appointed Operations Director UK
Sid Pearson, formerly Production and ERP Manager, has assumed responsibility for production and operations at the Northamptonshire site from 1st January 2026. A long-standing Avery employee, Sid has built deep knowledge of the business and its operations over many years. With his strong operational expertise and fresh ideas, Sid is well placed to lead Avery into the next chapter of its production and supply chain innovation.
Peter Sperl, Managing Director & General Manager, Avery Europe and Meto Worldwide, says:
“Avery has always been about helping people move from idea to reality — practically, reliably, and with care. Our refreshed identity and new campaign capture what our customers already know: labels might be a small detail, but they can unlock real momentum. This update is about showing up more clearly and confidently across Europe, while staying true to the quality and trust Avery is built on.”