Pack & Send

Pack & Send is one of Australia’s leading parcel and freight logistics services. In 2017 they came to The Studio at SCA for an audio re-brand. Well, the brief was for a re-brand but we soon realized they didn’t have a strong or singular brand identity to begin with, having flip-flopped between different creative executions for several years.

Research was showing that customers weren’t clear on what unique services they offered (there were many, more than easily communicable in a single campaign) or why they should patron them over the regular (and more affordable) Australian Post Office.

During the client uncovery session one of the directors kept using the term “flav”; internal lingo used to describe fragile, large, awkward and valuable things. Apart from being a fantastic USP, I argued that “flav” exemplified the very thing that had thus far eluded them; a simple, snappy and memorable shorthand for describing their unique offering; their expertise. Flav was the reason discerning customers should go to Pack & Send over the local Post Office… and became the handle to underpin their new radio, online and TVC campaign.

As part of my campaign response I developed a new sonic brand trigger (aka audio logo) for Pack & Send that served as a literal audible translation of their name and brand. A 3-beat (“pack, and, send”) trigger created with the sounds of a cardboard box and packing tape.

In tandem with the sonic brand trigger I made a 30-second music bed for use in all of the client’s radio and TVC spots. With one of my writers performing foley in the studio, we recorded the sounds of scissors, tape, bubble wrap and cardboard boxes being sealed/grabbed/opened, and then edited them together into a musical composition. It was not a tough day at the office.