Körber

Körber’s pharma-packaging business brings together a wide range of machines, services, and specialist capabilities. Each part of the offer needed its own story, but every story also had to feel connected to the wider brand.

The existing messaging wasn’t keeping pace with the company’s new visual direction. Körber needed a voice that reflected both its technical authority and the experience behind it, along with a practical system teams could use across different formats.

The work would need to cover everything from short soundbites to detailed positioning. With so many products, audiences, and touchpoints involved, consistency had to come from shared principles rather than making every piece sound identical.

The project began with a Brand DNA session to understand what Körber wanted to stand for, how the business should sound, and what needed to remain consistent across the full portfolio.

From there, I developed a complete set of brand voice guidelines. These set out the principles behind the voice, showed how they should influence the writing, and included practical examples teams could apply to real communications.

The aim was to create guidance that could support day-to-day decisions. Writers and marketers needed to see how the voice changed a headline, shaped a longer explanation, and flexed for different audiences while remaining recognisably Körber.

Once the voice was established, I created 12 distinct brand narratives covering Körber’s key touchpoints. Each one had to explain a different part of the business clearly and persuasively.

That involved getting to grips with detailed products and propositions, finding the strongest idea within each one, and building a clear story around it. The individual narratives needed enough distinction to reflect their subject, alongside enough common ground to feel like part of the same company.

Together, they gave Körber a set of ready-to-use foundations for explaining its offer across the business.

The scale of the project made the relationship between the guidelines and narratives especially important. The voice system provided the common rules, while the narratives showed those rules working across different subjects and levels of detail.

That created consistency without flattening the all-important differences between each part of the business. Teams could draw on a shared way of speaking while still giving individual products, services, and audiences the attention they required.

It also turned the tone of voice into a concrete system already demonstrated across 12 real messaging challenges.

Körber gained a complete voice system and a clearer story for each of its key touchpoints.

The guidelines gave teams a practical framework for future communications, while the 12 narratives provided consistent foundations for explaining a complex portfolio across the business.