Task
I was hired to work in-house for Homebase to create 10 own brand identities, packaging and guidelines for the DIY/home store chain. Working with two artworkers I had twelve weeks to complete the task.
These designs have now been rolled out across their stores. Shown below are two of those brands.
Texas
Texas is a range of BBQ's and outdoor heaters. My solution for the identity combines the classic BBQ circular grill to form a Texan sunset with campfire in the centre - equipment made for your great outdoors - a line I wrote and one I believe captures the fun of the brand. The identity morphs into a set of related icons that depict the different product lines shown below.
Texas brings the great outdoors to your outside space: light the BBQ, ignite the fire pit and enjoy the good times under the stars with family and friends.
Guidelines introduction/positioning statement.
Homebase Own Brand Range
Our new packaging range with its clean graphics and distinctive colours will help to raise the profile of the homebase brand, conveying quality products customers can trust.
Guidelines introduction/positioning statement.
Task
The biggest challenge of all the brands I worked on during the tweleve weeks was to create one for their own Homebase line. A vast range from packets of screws to outdoor dining tables. The one unifying factor was that all items were of a better quality and priced accordingly.
Solution
I needed to create an instantly recognisable look; one that felt premium and that was super flexible, working as well on large formats as small. My solution was simple. Taking the circle from their logo I created the 'spot light' device that could scale up and down as well as move positions to suit the area and information to be carried.
The 'spot light' in conjunction with the development of premium colour palette to indicate product categories i.e. garden, electricals, ironmongery etc allowed for a clear, strong and highly adaptable visual look and one that perfectly met Homebase's brief, the client was delighted with the result.
Homebase's 8 category colour palette
Selected pages from the guidelines
Credit: Homebase