HG Living (formerly Home and Garden Décor Co) had an outdated brand that no longer matched the quality of their products or the expectations of their customer base. The name was long and unclear, and their visual identity lacked the polish and flexibility needed to grow both their trade and retail audiences. They needed a brand that felt current, professional and aligned with their values of premium service and thoughtful design.
We led a full branding project, starting with a strategic renaming process to land on a new name: HG Living. From there, we built a comprehensive visual identity grounded in meaning and designed for longevity.The logo mark was developed to reflect the business’s focus on transformation and quality. Its butterfly-inspired shape symbolises growth and change, with subtle references to the letters H and G for a personal, distinctive touch. The surrounding forms create a sense of balance, tying back to the brand’s commitment to harmonious design.The full suite included logos, icons, patterns, brand graphics and a flexible colour palette designed to stand out in a busy market. We rolled this out across printed collateral including thank you cards, instructional inserts, swing tags and business cards, and delivered a complete brand guide for future use across social media, packaging and a future website.
Working closely with the HG Living team, we started by mapping out their audience segments, competitors and goals. The rebrand was built to support both B2B and B2C arms of the business, with a look and feel that would appeal to both home stylists and trade professionals alike.Through naming workshops, competitor analysis and design development, we created a brand that feels calm, confident and premium — one that reflects their values, speaks to their audience, and provides a strong foundation for future growth.
