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Lick

Define your mission.
Keep it rolling.

Brand Positioning
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 on the team total confidence to live and breathe what we stand for in our language and overall comms, every single day.”

– Emily Strang, Brand Director

The Resolution

Community power

What Lick really wants to do is create a community where everyone feels empowered and equipped to transform their space. So we built 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. 

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. 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’.