Avery Dennison is a values-driven company with a rich history of educating and inspiring employees about its core values, behaviors, and actions. In response to a rapidly changing world, the new CEO recognized the need to refresh the brand and evolve the company’s values to align with future challenges.
Baker Brand was tasked with creating a compelling approach to communicate these evolved values and energize Avery Dennison’s global workforce. The goal was to articulate both the necessity for change and the enduring importance of the company’s cultural foundation.
To make the eight values memorable and actionable, we developed the unifying theme line: “Eight Values. One Team.” This message underscored a shared commitment to a unified culture and emphasized that every individual has the power and responsibility to contribute to Avery Dennison’s success.
Inspired by founder Stan Avery’s vision — a company that “does the right thing” for its employees, customers, and communities — we reinforced how the values are a cornerstone of Avery Dennison’s reputation. Since 1935, these values have guided how employees engage with each other and their broader impact on customers, shareholders, and the community.
Through this campaign, we detailed the relevance of the eight values in driving respect, collaboration, and integrity at every level of the organization. The message was clear: how employees work matters as much as what they accomplish.
As part of the internal campaign launch, CEO Mitch Butier sent a powerful letter to all employees:
“Our culture is the foundation of everything we do at Avery Dennison, and our company values are the basis of that culture. As we continue to evolve our business for future success, our culture and values must also evolve to reinforce our strengths and focus on key areas where there is an opportunity to develop.”
This initiative successfully reaffirmed Avery Dennison’s values-driven legacy while positioning the company for a more dynamic and unified future.
