‘Breaking that tonal sameness’: Thortful on driving distinctiveness in a crowded market
The online greetings card company is hoping to build its brand awareness through a bold new look and the introduction of its own brand characters.
Thortful has given its visual brand identity a makeover as it celebrates a decade of trading with a new look to “evolve” the brand and create greater distinctiveness.
The online greetings card company has carved a niche in a competitive category by partnering with over 6,000 creators who design the cards the company sells for a cut of the profits. For its marketing director Sarah Pearce, who has been at the business since its outset, while they have made some small changes to the brand over the last decade, it was the right time to take it that step further.
“All brands get to a point where it’s time for them to adapt,” she tells Marketing Week. “We wanted a fresh way to stand out in the category. The category is full of CGI characters and a bit of tonal sameness. Our approach is about being copy-driven and using our wit and sense of humour to help us stand apart in the market.”
