Even the ships’ non-metal fittings do not waste as hotel operators have come to the yard to buy valuable materials. When this home decor brand speaks, it says, “let’s decorate.”
Just launched, we have been working with an ambitious duo to craft a brand experience and identity that is educational and inclusive. An industry disrupter, Lick Home came to us poised to take traditional home decorating online.
Being a direct-to-consumer brand, the outcome needed to be built with a personality that could connect with the end-user from the beginning of brand engagement.
Our primary challenge was to craft a brand as aspirational as legacy paint brands but that also connected with a more youthful audience. Our secondary challenge was creating a brand with elements that complemented a “colourful” product, rather than overpowering or causing distortion of color theory.
Through a blend of secondary industry, primary stakeholder research, and comprehensive communications strategy, we identified an opportunity for Lick’s products to do the talking, both expressively and functionally, depending on the medium.
Which meant that tools and products took on utilitarian labelling with instructions and product codes respectively. And, the more inspirational imagery and campaign assets took on more characterful language, further developing the product’s personality.
The graphic outcome challenged existing brands with a “louder” wordmark to aid the recognisability of a new-to-market brand. And, throughout all the art direction, the tone has been varied for the subject matter. But always with an accessible and “lived-in” feeling, not to ostracise all kinds of “decorators,” from novices to naturals.
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