Home Essentials

Studio

Redfire

Role

Branding Identity, Packaging Design, Digital

Home Essentials underwent a rebrand to create a more consistent and cohesive identity — one that would resonate with their existing market whilst attracting new adopters. A simplified brand identity built to work across small pack formats, legible at any size, retaining the classic brand icon that held equity whilst refining it for better application across all touchpoints.

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Home Essentials underwent a rebrand to create a more consistent and cohesive identity — one that would resonate with their existing market whilst attracting new adopters. A simplified brand identity built to work across small pack formats, legible at any size, retaining the classic brand icon that held equity whilst refining it for better application across all touchpoints.

Challenge

Refresh a 30-year-old household staple without alienating the loyal customer base that had grown up with it — simplifying a fragmented visual system whilst preserving the trusted, familiar qualities that made Home Essentials a staple in New Zealand homes.

Solution

Multi-coloured packaging replaced with a streamlined colour system of earthy tones combined with cream and black — unique, timeless, and instantly recognisable on shelf. Colour blocking and layout mirroring the familiarity of a medical script reinforces the brand's remedy heritage. Typography that subtly reminds consumers of the trusted solutions Home Essentials has delivered for over 30 years. And it will always be grandma's favourite.

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