BRAND BOOK
Brand Attributes • Evolves with seasonal trends • Giftable • Adaptable
BRAND PROFILE Home Design Studio is a trend-driven home décor brand that offers a mix of updated classic design with whimsical details. Casual yet chic with a simple sophistication, it combines a variety of materials, textures and finishes to create a relaxed, inspired haven. The brand’s ability to react quickly will provide the perfect foundation to build a wide range of seasonal trend statements. It is also well positioned to allow for collaborations with noted designers.
Design Direction Cosmopolitan feel with a compelling, trend-driven aesthetic Customer Attributes • Loves decorating and entertaining (the ultimate hostess) • Generous/enjoys gifting • Shops frequently for both classic and modern pieces Lifestyle • Casual chic • Resonates with a variety of lifestyles (from modern to traditional) Demographics • Gender: Female • Age: 25-55 • Ethnicity: All Reference Retailers / Brands • West Elm • Crate & Barrel • One Kings Lane • Pottery Barn • Anthropologie
CONFIDENTIALITY & NON-DISCLOSURE STATEMENT: This material is intended to be confidential to the person to whom it is distributed only. It is proprietary to Macy’s, Inc. and is not to be copied in whole or in part, nor is it to be distributed to anyone not specifically authorized to view the material.
Competitive Retailers / Brands • Home Goods • One Kings Lane • Target • BBB • West Elm • Wayfair
PRODUCT ASSORTMENT The product assortment includes: • Vases • Lighting • Display • Home Fragrances • Decorative Pillows and Throws 100 stores and macys.com (10 doors for wall art) 12/14 IN DC
WHAT HER HOME LOOKS LIKE The brand appeals to a wide range of lifestyles, from neo-tradisional to contemporary.
HOME DESIGN STUDIO LOGO The Home Design Studio logo is clean and modern with a distinct Scandinavian-inspired sensibility. The understated yet elegant architectural lettering is punctuated with pops of vibrant color that evoke a chic metropolitan aesthetic.
Home Design is a registered trademark. The exact dimensions, size ratio and stylization of the logo may not be modified or altered.
Pantone 179 C
Pantone 423 C
Black
Home Design is a registered trademark. The exact dimensions, size ratio and stylization of the logo may not be modified or altered.
HOME DESIGN STUDIO LOGO
LOGO COLLABORATION The logo was designed to be flexible to easily accommodate the inclusion of name-brand design partners and collaborators.
LOGO DESIGN WITH COLLABORATION
PACKAGING OVERVIEW The packaging further imparts a modern aesthetic that is at once clean and functional. The white box is minimal but the pop of orange provides a sense of playfulness. Illustrations will be used to depict product, creating both a cost savings and the flexibility to add trend items to the assortment quickly and efficiently.
CORE ASSORTMENT GENERIC PACKAGING WITH LABEL
CORE ASSORTMENT HANGTAG
ICON TABLE
BRANDED ENVIRONMENT
SMALL DOOR
LARGE DOOR
MARKETING ECOSYSTEM