During lockdown, I sent my wife a telegram. From Paris.
I wasn’t in Paris and we are speaking. We’re in the same house and she’s in the next room bashing away at her keyboard day after day.
So why did I send it?
The telegram was a gift from “L’Officine Universelle Buly”, a French brand famous for creams, balms and lotions. For a small fee, they would handwrite a message of your choice and send it anywhere in the world.
I knew this would delight my wife. She loves the brand. Beautifully packaged, amazing products and wonderful language.
When Buly gave away soap (donating proceeds to charities) they spoke with “victorious optimism” not instructing us to sing happy birthday twice.
To All Humans.
Scrub. Rinse. Vanquish.
Long Live The World.
There was no product with the telegram, just a faint lingering scent. Every brand message and communication should create the same connection with the audience.
I’ve never worked with a luxury soap brand, but I apply the same logic ‘of delight’ to all my clients; courier companies, bedding retailers or digital radio platforms.
A brand is more than what it says but a telegram from Paris seemed like a good way to say something to my wife.
I can’t tell you what it says, that’s between myself, my wife and the calligrapher.
