Home Centre unveiled a new brand identity that is underpinned by its customer-first approach of enabling every home to tell its own unique story. The dynamic brand identity, a first of its kind in the region, was launched with a campaign aptly titled ‘inspired by you’, as a touching tribute to over 25 million homes and counting, that they have been a part of and continue to be. The objective is to further strengthen the value of the iconic brand which has opened over 70 stores, delivering to 1,950 homes daily, over the past 25 years.
As a prelude to the brand identity launch and celebrating the people who are at the centre of Home Centre-its customers, the brand has also launched an emotional campaign, ‘Your Home. Your Home Centre.’ The campaign is reflective of the core brand values that celebrate the lives of customers who have been a vital part of the brand’s journey in enabling people to turn their houses into homes. At the heart of this campaign was a digital activation that reached out to people across the region. Customers could participate without any purchase and simply express ‘What home means to them?’
Behind the makeover and the new logo is the Australian based design agency Cato Brand Partners. The founder, chairman and director is Dr Kenneth W Cato AO, who spoke with Campaign about the rebrand, express the deep work that went into the rebrand. This project took a process of getting acquainted at a deep level with what the company represents and talking with the people who make Home Centre, to correctly represent a brand that has been around for a while and already has a meaning in the minds of its customers.
Cato describes his journey on working with Home Centre: ” What I think we have achieved success is Home Centre being able to constantly relate to the customer through their main identity… We don’t see ourselves as consultants but as partners, what we look to be is partners because we know that both parts of the equation have to work together to get the best outcome. We were always listening very carefully to what Home Centre was saying and they were listening to what we were saying and the ultimate outcome is a product of that relationship.”
Home Centre enables customers to select from the wide range of products that reflect their personality. That is why the brand makeover and their curated collections reflect unique styles and personalities driven by the theme ‘Inspired By You’.
With the brand makeover, Home Centre has stepped up its efforts to evolve with the changing consumer behaviour and offer the latest styles and designs. Celebrating how people live, Home Centre’s new brand identity is dynamic in nature representing trends, seasonality and personalisation.
Following the reveal of the new identity, Home Centre reimagined the customer shopping experience and journey for their store at City Centre Mirdif. The new format storehouses 6 apartment setups offer customers styling tips and ideas that will truly inspire the inner designer in them and will help them create the living space of their dreams. Offering an easy and convenient shopping experience, the store hosts dedicated category destinations, to offer a range of choice. Parents can shop freely while the kids are engaged in the entertainment area. The new format store at City Centre Mirdif is Home Centre’s largest store in the UAE spanning across 79, 000 sqft of inspiration. Additionally, the store also offers click and collect and personalised design services.
Aarti Jagtiani, Group Director and Board Member, Landmark Group, said: “We are in the business of creating human impact and with 25 years in the business, it is time for us to take a fresh approach for the next 25 years and more. We are proud to be operating in a country that continues to seek new goals and ambitions under its able leadership, and we at Landmark follow the same vision of incorporating innovative ways to serve our customers and residents better. The Group and its business verticals have witnessed strong, steady, organic growth in this country with Home Centre and we are confident that we will continue this momentum in the years to come.”
Sameer Jain, CEO, Home Centre, added: “As part of our journey, we realised we need to stay even more connected to our customers and there was a need to evolve with changing consumer behaviour. We are now looking at the next 25 years and want to reach out to our customers with a re-positioned look and feel of our brand which is not just a physical change in identity but a refreshed ethos that runs across the various touchpoints of our organisation. Through ongoing research and continuous engagement with our customers across the region, we have been working towards evolving our offer based on consumer needs which has culminated in the launch of a new positioning and brand identity that helps us connect better with our customers.
Home Centre is inspired by all the things that make your home different. To ensure that customers experience the new brand makeover, Home Centre has launched a New Trend collection with a catalogue showcasing the latest designs and styles including a capsule collection by the Lebanese – American designer Farah Merhi. Home Centre is constantly in sync with the latest trends and offers artistic collaborations and interior design services to help consumers find the very best in-home decor to transform everyday spaces.
All the collections are available across stores in MENA and at www.homecentre.com. View the product catalogue here.
