A brand identity for Homie, a DIY companion service that provides easy-to-use kits for new DIYers.
Client —
Homie
Industry —
Home improvement
Homie wanted to establish a brand that would help new DIYers feel confident and supported. Many people find DIY intimidating or overly complicated, so the challenge was to create a visual identity that balanced friendliness with trust and practicality. The brand needed to appeal to beginners while standing out in a crowded home improvement market.
The strategy
The strategy was to build a brand that felt like a friendly companion, not a technical manual. This meant using approachable shapes, bold colours, and playful but confident iconography. The brand voice and visuals were designed to remove intimidation and encourage people to take on DIY tasks with ease.
My role
I worked on brand development from concept through to design delivery. This included designing the logomark, developing the logotype and supporting packaging logo, and creating a flexible system of colours, icons, and brand applications.
The approach
The logomark combines three key ideas into one: a smiley face for friendliness, a house to represent home, and a wrench to symbolise tools and DIY. This created a distinctive icon that communicates warmth and purpose at the same time.
A supporting logo was created specifically for packaging, displaying the logotype inside a house shape to reinforce the theme of home. The colour palette used bold, optimistic tones for primary branding and lighter secondary colours for variety. A series of smiley icons in different colours and shapes represent values like variety, expertise, quality, convenience, and seamlessness.
Together, the identity system makes Homie feel welcoming, fun, and reliable while staying versatile enough to work across packaging, stickers, and digital touchpoints.
The result
The brand successfully positioned Homie as a friendly DIY companion. The identity communicates trust, positivity, and simplicity, giving new DIYers the confidence to take on projects with the help of Homie’s kits. The branding also provided a flexible system that can be scaled across packaging, marketing, and product applications.