Home Essentials underwent a major branding refresh to create a more consistent and cohesive identity that would resonate with existing customers and gain new adopters. To accomplish this, extensive market research was conducted to gain insight into the existing brand equity and identify opportunities for growth.
The brand was built out of functionality and was product driven instead of brand driven, and as such lacked any true engagement. Visual communications reflected cottage industry cues, that looked tired and boring. There was no unique brand tone, language or visual art direction to grow the brand through social media engagement.
Following both qualitative and quantitative research, we developed a full brand strategy for growth moving forward. This include their brand archetype, brand language and tone, a visual brand communication guide, social media strategy and design guide, and a brand story to engage audiences.
The terracotta, cream and black colour palette was chosen to create a singular, impactful aesthetic that stands out on crowded store shelves. The packaging design was unified to craft a story-telling hierarchy that focused on creating concise guidelines for product use to support the remedy heritage the brand had built over the years. This brand refresh has enabled Home Essential to captivate existing audiences and appeal to new shoppers.
We crafted a new simplified brand identity that could work across small pack formats that were legible and kept the mortar and pestle brand icon which held resonance but simplified this for better application.