The branding agency Clёver Branding developed Home Story, the first in-house brand of household goods for the Perekrestok retail chain. Home Story is Perekrestok’s first own brand of home furnishings.
It is aimed at family women aged 30-49 who associate their life with beautiful and comfortable things. It is very important for these women to give their family members the best, they strive to raise the quality of life in their home to a European level. They are guided by the lifestyle of celebrities, carefully study the trends in the development of interiors in glossy magazines and Western TV shows. They vitally need their home to be clean and safe. That is why such modern housewives are constantly looking for information and trying new products that will help make cleaning quick with minimal effort and without harm to family health.
Especially for such demanding consumers, the Home Story brand was created. The key role of the new brand is to help Russian women create a European quality of life for their families through an assortment of quality, effective and environmentally friendly home care products at an affordable price. Wet wipes, food parchment, dish-washing sponges, cleaning wipes, and wet toilet paper were the first products of the Home Story brand on the supermarket shelf of the chain.
After a thorough study of the home furnishings market and the behavioral characteristics of the target audience, the specialists of Clёver Branding agency decided on three key messages that should have been reflected in the visual component of the new brand: purity, naturalness and “European” chic. Packaging for Home Story products has become a reflection of absolute perfection in everything: a perfectly clean tablecloth combined with natural green colors indicate the effectiveness of Home Story products and inspire confidence among the most demanding housewives.
The range of products under this brand continues to expand. The trademark is represented in all Perekrestok supermarkets in Russia.
- Agency/Creative: Clёver Branding
- Article Title: Clёver Branding Develop HomeStory In-House Brand for Perekrestok
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Russia
- Market Region: Europe
- Project Deliverables: Brand Architecture, Brand Guidelines, Brand Identity, Brand Strategy, Branding, Graphic Design, Packaging Design, Product Architecture, Research, Tone of Voice
- Format: Bag, Basket, Blister-Pack, Bowl, Box, Bucket, Can, Case, Flow-Pack, Jar, Sachet, Sleeve, Tag, Tin, Tray, Tube, Wrap
- Substrate: Plastic