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.

I worked through the business, its audiences, and the existing Brand DNA to turn broad principles into a voice teams could actually use.

The guidance covered tone, rhythm, vocabulary, and practical examples, giving writers clear direction without making every piece of copy sound formulaic.

The aim was to create a system that could support highly technical communication while still sounding confident, human, and recognisably Körber.

Alongside the voice work, I developed 12 individual brand narratives covering different parts of the pharma-packaging offer.

Each narrative needed to explain a specialist capability in its own right while fitting into the same overarching story. That meant finding the most useful angle for each audience, organising technical detail around it, and keeping the language consistent across the full set.

Together, the narratives gave teams a clearer foundation for talking about a complex portfolio without flattening its differences.

The value of a voice guide depends on whether people can actually use it. The final system was designed to support real writing decisions rather than simply describe an idealised brand personality.

That meant grounding the principles in examples and giving teams enough flexibility to adapt the voice across technical pages, product stories, sales materials, and wider brand communication.

Körber gained a clearer verbal identity and a set of narratives that gave different parts of the business their own story without losing connection to the wider brand.

The work created a practical foundation teams could use to produce more consistent, recognisable communication across a complicated technical portfolio.