Lick

Define your mission.
Keep it rolling.

Brand Strategy
Brand Story
Tone of Voice

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Lick is about making those Pinterest-dreams a reality

Their mission? Empower and equip everyone to transform their space

With a tone that's inclusive, uplifting, uncomplicated and instructive

A community-powered approach to supporting everyone on their decorating journey

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Key Copy

Do your eyes light up at sunshine yellows and florals? Or velvet greys and a bold stripe? Do you feel cosy in a moody-lit living room, sofa piled high with family and friends? Or a stress-free space with lots of light?
Lick is your decorating partner for every project. A home for every doer-upper.
It's just a wall, standing in front of a person, asking to be decorated.

Sonder & Tell were a total godsend to Lick. Not only did they help define Lick’s overall purpose and brand positioning, but they set us up with all the tools to translate the strategy into a robust tone of voice. The work has given everyone total confidence to live and breathe what we stand for in our language and overall comms, every single day.

– Emily Strang, Brand Director

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Making something easy doesn't make it exciting.

Lick Home launched on the promise of making decorating easy. With peel-and-stick-paint samples, next day delivery, curated colours and easy-on paint. Simple.

The problem was that any other D2C decorating brand could say the same. And making something easy isn’t a mission their team can rally around.

The Insight

Community power.

What Lick really wants to do is create a community where everyone feels empowered and equipped to transform their space. In short: they’re a brand that builds confidence.

It’s about celebrating all decorators. All spaces. All styles. All under one roof. Where you can see real spaces lived in, loved in, had the friends over for dinner in.

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Keep it rolling

We created a positioning around Lick as a decorating partner for every project. A home for every doer-upper. With a tone that’s inclusive, uncomplicated, uplifting and energising.

Lick will transform your likes into ready-to-decorate looks that’ll work at home. Bringing you all the people and planet friendly products and advice for wall-to-wall ‘that’s me’.

This new story hon in on their mission and value proposition, aligning the team as they expand into new markets, grow their community and launch new product verticals. We’ve worked with them to train in the strategy and tone of voice with their team, giving their internal copywriters ownership over the brand.