Homeland Specials - Brand Identity

Logo, name, tagline, colours and font.

What the business is doing

They sell various products from certain countries on Amazon's marketplace. These will be delivered in boxes with different themes.

The customer's need that they aim to fulfill is to provide people living abroad with access to their favorite products from their "home country".

Brand strategy

The methodology I work with is composed of two macro elements: the brand idea and the brand signals.

The brand idea is the brand strategy.
It pertains to what it wants to offer to the customer in the form of an overall benefit, composed of smaller benefits.

Brand signals are these smaller benefits, derived from the actual customer experience.

The brand idea for Homeland Specials is
"We contribute to your happiness by helping you connect with your origins through access to your favorite products from your home country."

The brand signals are the elements through which this philosophy/brand idea is conveyed.

Firstly, there are the products themselves, which hold a certain emotional significance.

Also, the categories of the boxes play a role.
As the business develops, there will be more signals such as flyers, gifts, and others.

Another brand signal at this stage is the identity: name, colors, font, the symbol / icon in the logo, and the slogan.

Logo

The logo plays both an emotional and utilitarian / explicit role.

I believe this balance is ideal for a logo – a harmony between emotional / abstract and clear / explicit elements.

If it's solely emotional, the logo might not fulfill its role of communicating something specific, and if it's solely explicit, it risks being too dry / utilitarian without emotional depth.

Symbol / icon

The bow-tied box serves an explicit role in communication.

It clearly conveys the business concept that it involves products packaged in a gift box or something delightful.

It's a symbol explicit enough to be efficiently used on its own, for instance as a profile picture on Facebook or in other situations, to effectively communicate its message.

Name

It conveys that it's about something special from the home country, fulfilling both an emotional and explicit / utilitarian role.

The emotional aspect encompasses the sense of one's homeland, a place that makes you feel at home even when you're not there.

"Specials" communicates that you're receiving something unique to you, not just an ordinary product that might not have an emotional impact.

Tagline

The slogan plays an emotional role, conveying the idea that through access to these products, the customer will "receive happiness."

These are products that hold a positive emotional attachment, with memories tied to time spent in their home country.

Colors

The primary brand colors are blue, green, and pink.

These colors evoke the concept of "goodies," various products that revolve around attributes such as pleasure, desire, favorite, special, and tasty.

White, gray, and black are used in any secondary logo situations when the primary colors can't be applied.

Blue
According to color theory, blue conveys stability, harmony, peace, calmness, and trust.

Green
It brings to mind nature, a fundamental element strongly associated with home.

Pink
Is a color frequently used in brands with the Caregiver archetype.

These brands take care of you in a more personal, affectionate manner.

Homeland Specials is a brand that takes care of its customers in a more personal way by emotionally connecting them with an important part of themselves, encompassing all the positive emotions tied to "home."

Font

The chosen font is Gelica.

It brings to mind "goodies" through the details of its shapes.

Moreover, it's clear enough for the writing to be easily understood.