A nice little
brand strategy
for Nice Home…
United Homeware Company
Nice Home
About
A pioneer in the KSA homeware industry, Nice Home is the first choice destination to discover new ideas for home décor and items that best reflect taste and personality. Committed to consistently providing a satisfying and inspiring experience, they also empower best choices for the home.
Challenge
As a leading homeware retailer, United Homeware Company recognised the need to refresh their brand identity to reflect a more contemporary, Western-inspired aesthetic. This update was designed not only to modernise their visual presence but also to reinforce their reputation for quality and innovation, ensuring they remain at the forefront of a highly competitive marketplace.
Solution
To ensure the new brand identity resonated with its audience, a thorough period of strategic research and benchmarking was undertaken. This process identified the optimal positioning space for the new marque, elevating it with an authentic visual look and feel that would represent the retailer and engage with its core demographic of customers.
Disciplines
Brand Strategy / Narrative Origination / Brand Identity / Brand System / Signage / Wayfinding / Copywriting / Art Direction
Duration
06 Weeks
The Market
It was essential to analyse how other homeware brands present themselves, identifying which aspects of their store experience work well and how different consumer touchpoints combine to create a cohesive brand world.
Alternative Concepts
A series of alternative concepts were developed, each exploring a different way of expressing the idea of home. Every route included a supporting tagline and was created to gauge the client’s appetite for change, ranging from conservative options to bolder, more challenging directions.
Cornering the Market
Building on the core DNA of the Nice identity, the refreshed brand features a modern, geometric ‘NH’ marque paired with the tagline “For every corner of your home.” It conveys a commitment to providing an exceptional range of high-quality products that help customers transform each room into something truly special.
Adaptive Colour
A core colour palette has been created for the retail portfolio, but the identity remains intentionally adaptable. Complementary colours can be applied to individual products, labels and packaging, allowing each piece to stand out while remaining true to the brand.
