Heimka! is the home of a furniture store where Nordic and Hispanic cultures meet to create a collection of timeless memories, ordinary moments, and meaningful lives, located in Latam. Heimka’s mission is to create extraordinary lives full of ordinary moments through their handmade products. Their vision is to foster a sense of ownership, embodying the spirit of “mi casa es mi casa.”

The brief was to conceive a visual identity system that resonates with people across all genders, lifestyles, and ages, evoking a profound sense of belonging full of authentic moments in their homes.

In order to create an unmistakable identity, it was created a concept where furniture is regarded as hidden treasures, and all the steps it takes to uncover them. In this way, the brand evolves into an adventure, inviting people to rediscover their homes as if embarking on a voyage.

To translate the concept into a striking visual story; The brandmark, a hybrid of the “H” and “X” is consistently used in the product’s packaging, patterns, and symbols. This design signifies not only a marking spot at the end of a quest but embodies facets of mystery and intrigue, imbuing the brand narrative with direction and purpose.

In the packaging, the information is concrete with vibrant hues, built with a colour palette reminiscent of the eclectic colourful fabrics of Hispanic culture. All of these elements blend to create a brand where not just beauty meets functionality but people feel they belong, as they find a rediscovered sense of harmony in their surroundings.

The name became the brand’s starting point, derived from the combination of Old Norse words: Heima and Elska, which can be translated to “At home” and “Love” respectively. To build this design style, the graphic element of minimalist floor plans were integrated, serving as an evolving expression of a map that guides through unexplored territories.