What if a logo could take you straight into your next shopping obsession?

That’s the idea behind Very’s latest autumn campaign, which turns its distinctive cube logo into a portal connecting shoppers to fashion, beauty, tech, gaming and more.

The campaign is built around the sheer variety available on Very’s platform, with more than 20 brands making appearances, including Mango, ghd, Samsung, Nintendo and Nike.

Rather than presenting the retailer as simply another online department store, the creative uses the cube as a visual doorway into a world of products, brands and flexible payment options.

The campaign’s hero TV advert is soundtracked by Jamiroquai’s 1999 hit “Canned Heat”, adding a playful throwback energy to the autumn rollout.

There’s also a new line attached to the campaign: “that’s the Very thing.” The phrase is designed to capture the retailer’s biggest selling point, having plenty of choice, all in one place.

Interestingly, the campaign was developed almost entirely in-house by Very’s brand team and internal creative agency, HelloStudio, with teams across marketing, retail, creative and production working together.

So, this season, Very isn’t just selling what’s inside the store. It’s selling the feeling that there’s always something else waiting on the other side of the cube.