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Home Stage: a rebrand for a furniture store in Batumi

Home Stage is a Batumi furniture store that furnishes apartments with ready-made sets and does home staging. I redesigned the logo, palette and team business cards, and kept the little house people knew the store by.

In 30 seconds

Key point

The old logo looked like a real estate agency sign. Buyers expected cheap furniture and walked in wary.

Client: Home Stage, Batumi
Task: make the logo look as good as the store
Constraint: keep the little house
What I did: new logo, HS monogram, palette, sign, team business cards, brand book
Process: a three-point review of the old logo

What was wrong

First I worked out why the old logo looked cheaper than the store itself.

1Thin lines

The smaller the logo, the less of it remains: the thin lines merge, and on a messenger avatar the mark is gone.

Before

240 px

120 px

56 px

28 px

2A literal house

It simply says “something for the home” and says nothing about the idea of ready-made solutions and furniture sets: detail to detail, piece to piece, a finished interior.

3Standard font

Every office computer has this thin standard font, so the logo looked just like the neighbor’s sign. The new one is a wide semibold grotesque. Furniture is the foundation of a home, bought for years, and the type looks just as steady as a good sofa or a solid dining table.

As it was

Now

Constraint

The owner asked to keep the little house: the city knows the store by it.

Idea

I kept the roof silhouette but built it from several parallel lines. It refers to Home Stage’s sets and complete approach: detail to detail, piece to piece, a finished interior. Drag the slider to compare.

After

Before

System

The typeface is wide and semibold: it looks steady, reads on the sign from afar and holds up on an avatar.
HS monogram for the avatar, tags and hardware, where the full logo doesn’t fit.
Colors. We moved from bright orange to a complex palette. Together the colors reflect the brand’s philosophy: harmony between nature, tradition and the modern city. Each has HEX, RGB, CMYK and Pantone, so the sign, cards and screen match.
Applications: a sign on the glass facade, business cards for every employee, a brand book.

#B23E17terracotta

The warmth of the hearth and natural clay. In Georgia clay jugs of this color are in almost every home, a nod to tradition.

#4F5B49pine

Status and eco-friendliness.

#2F2F2Fanthracite

Batumi’s modern urbanism.

#805648brown

#ABABABlight grey

#EDEAE3light almond

A calm base that makes the other colors feel like an interior: light wood, linen, warm walls.

More: color codes

Terracotta	#B23E17	RGB 178 62 23	CMYK 0 65 87 30	Pantone 1675 C
Pine	#4F5B49	RGB 79 91 73	CMYK 13 0 20 64	Pantone Black Forest
Anthracite	#2F2F2F	RGB 47 47 47	CMYK 0 0 0 82	Pantone 426 C
Brown	#805648	RGB 128 86 72	CMYK 0 33 44 50	Pantone Sequoia
Light grey	#ABABAB	RGB 171 171 171	CMYK 0 0 0 33	Pantone Harbor Mist
Light almond	#EDEAE3	RGB 237 234 227	CMYK 0 1 4 7	Pantone Coconut Milk