HOME HARDWARE
OPPORTUNITY:
Working with Libera and the team at Home Hardware, we dove deep into the nuances that define the homewares and hardware landscape. Our consumer research and market analysis identified many opportunities that provided Home Hardware the confidence to make bold, strategic marketing decisions. The need to develop and refine the large portfolio of HH control brand equities emerged as our primary function.
Three objectives were established to guide our efforts:
1. Transition Home Hardware out of “private label” and into a “control brands” ideology.
2. Craft rich and engaging brand stories that connect with the hearts and minds of consumers.
3. Synergy & Community – Build pathways and bridges that link all channels and stakeholders.
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CASE STUDY: The Commitment To Build Better.
Strategy / Branding / Art Direction / Design / Photography / Illustration / Typography / Packaging / Writing / Marketing / Merchandising
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CASE STUDY: The Handy Brand Update
Strategy / Rebrand / Art Direction / Design / Photography / Illustration / Typography / Packaging / Writing / Marketing / Merchandising
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CASE STUDY: Empower Tools
Strategy / Branding / Art Direction / Design / Photography / Illustration / Custom Font Development / Typography / Packaging / Writing / Marketing / Merchandising
hand & power tools / Kitchen & Bath / Homewares / hardware / Building supply / Gardening
Home Hardware offers thoughtfully selected products under their carefully curated control brands. Benchmark, Kuraidori, Radley, Homebuilder and Mark’s Choice represent the core and the most trusted and successful.
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CASE STUDY: Mark’s Choice Re/fresh
Strategy / Branding / Art Direction / Design / Photography / Illustration / Typography / Packaging / Writing / Marketing / Merchandising
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CASE STUDY: HB Fasteners & Building Materials
Strategy / Branding / Art Direction / Design / Photography / Illustration / Typography / Packaging / Writing / Marketing / Merchandising
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CASE STUDY: Kitchen Geeks & Food Lovers
Strategy / Branding / Naming / Art Direction / Design / Photography / Illustration / Typography / Packaging / Writing / Marketing / Merchandising
‘30% Growth of control brand business’
“Libera has been a valuable partner to Home Hardware for over 3 decades. Control brand growth has made a strong contribution to Home Hardware’s overall success, growing to over 30% of the business in these categories. The private label portfolio has been an important contributor to Home Hardware’s growth as Canada’s largest independent Home Improvement retailer.”
Rob Szekszer • Vice President Merchandise – Hardlines • Home Hardware Stores Limited
Paint / chemical / cleaning / electrical / power supply / automotive / appliance / professional / value
With thousands of products and multiple categories to manage, the brand architecture for Home Hardware is an ever evolving program.
