Mackay & Gerrish has rebranded as Vevoke as part of its evolution from boutique card and wrapping paper supplier to wholesaler of artistic, premium designed brands.
“We bought Mackay & Gerrish almost five years ago and at that time, the brand stood for boutique greeting cards and wrapping paper,” says Chris Dibley, Vevoke managing partner.
“It had a superb, eclectic collection of cards and a wonderful retail client base, but our vision from day one was to be truly client focused, to help retailers create a more stimulating, enticing environment for their customers [and to be] a valuable resource for our retailers and not just another supplier.”
The new brand direction was unveiled at the Melbourne Home & Giving Fair in August. Vevoke was chosen as the name because it can have its own identity and is memorable. It is a combination of the words verve and evoke “…it was about 80 per cent feel and 20 per cent science, which is how it should be,” Dibley adds.
Vevoke is still in the rebranding phase but the main aspects, such as a new logo, have been completed. Dibley says coming up with a logo to represent the business and its offering was challenging but he’s happy with the result.
“We rejected dozens of designs because we were seeking something which was very simple yet rich with meaning. The brief was for a brand mark which was unique, impactful, fresh and simple with a vintage ‘flourish’ – all in one neat little package. A very, very difficult brief and something we are now immensely proud of.”
While the new branding has been well received, Vevoke believes it means nothing unless it is backed by quality service to clients.
“Apple is perhaps the most meaningful brand on the planet and perhaps the most irrelevant in terms of a name which reflects a product, because fruit and IT are as far apart as any two things can be,” Dibley explains.
“So the brand is the easy part, the magic is in the delivery of a promise, to give our clients and end consumers something to smile about, enrich their lives and share with others.”
Vevoke had a successful August trade show with the launch of new brands Thomas Kent – its first move into homewares – Apica, Chase and Wonder, and Pop Out Card Company.
“These four brands were all very popular with new and existing clients and our other favourite brands also delivered some great sales – Papaya, Santoro’s Mirabelle, Girl Of All Work and 7321 Design along with our perennially successful card brands.
“It was a great show. The few other exhibitors I had the chance to speak to reported stellar results as well, so here’s hoping the retail segment bounces back after what has clearly been a very tough year for many.”
