Theory House and Taiwan’s largest home décor retailer, HOLA, were awarded a Silver Vertex for our branding and packaging design on their private brand. The Vertex Awards are the only global competition devoted exclusively to the art of private brand package design.
The updated brand brings to life their mission, “Beyond function, HOLA brings art into my home and life.” An extensive strategic and creative private brand re-imagination elevates the spirit of the HOLA brand and champions their quality, modern and stylish offering of home furnishings, décor, and accessories.
Mirroring the store’s footprint, the private brand was brought to life through two primary segments – fashion (bedding, dinnerware, decorations, etc.) and function (housewares, kitchenware, health, and beauty, etc.). Ultimately, the design language must stretch across thousands of SKUs within 15 categories to create a brand-forward, cohesive aesthetic.
We repurposed the distinct ‘O’ from the wordmark to create an iconic symbol for the brand; this also inspired an elegant pattern applied across all packaging. A sophisticated gray pairs with a soft violet or warm yellow to designate the fashion and function segments, respectively. And select premium products, such as gift tea sets, receive specialty print techniques like aqueous coatings, foils, and hand-tied ribbon to make customers even more proud to shop HOLA.
Altogether, the brand redesign has helped elevate HOLA’s private brand recognition amongst customers, created an appealing environment throughout the store and ultimately improved the retail brand’s perception as a whole.