Responses by Two Times Elliott
Background: When this home décor brand speaks, it says, “Let’s decorate.” An industry disrupter, Lick Home came to Two Times Elliott poised to take traditional home decorating online. Being a direct-to-consumer brand, it was imperative that the outcome was built with a personality that could connect with the end-user from the beginning of brand engagement.
Reasoning: Through a blend of secondary industry and primary stakeholder research, we identified an opportunity for Lick’s products to do the talking; both expressively and functionally, depending on the medium. Which meant tools and products took on utilitarian labeling with instructions and product codes respectively. And the inspirational imagery and campaign assets took on more characteristic language, further developing the personality of the product.
Challenges: The key difficulty lay in balancing the expectations of legacy consumers and the British tone of voice in order to excite the market with playful language that educated while entertaining. The primary challenge was to craft a brand that was as aspirational as legacy paint brands, but that also connected with a youthful audience. The secondary challenge was to create a brand with elements that complemented a “colorful” product, rather than overpowering colors and shapes that caused color distortion.
Favorite details: The graphic outcome challenged existing brands with a “louder” word mark to aid the recognizability of a new-to-market brand. And, throughout the art direction, the tone has been varied for subject matter, but always with an accessible and “lived-in” feeling, as not to ostracize all kinds of decorators, from novices to naturals.