Jori's Home Essentials
Jori’s Home Essentials is an online shop for home decor, accent furniture, kitchen essentials, and more. It offers unique items which can't be found in big box stores. While it has a wide selection of styles, rustic and farmhouse-inspired products are its specialty.
Jori's Home Essentials was an emerging business in a highly competitive industry. Although it had a website and a social media presence, it didn't stand out from its competitors visually.
I worked with Jori's Home Essentials to realize the brand's personality and create a meaningful, memorable logo and identity system which would distinguish it from competitors.
Rustic + Modern
Jori's Home Essentials' visual identity draws inspiration from the brand's personality as well as the rustic charm of its products. Crete Round, the slab serif typeface, evokes feelings of modernism, simplicity, affability, and notes of femininity. Conversely, Mate, the old-style serif typeface, communicates feelings of traditionalism, elegance, formality, and dependability.
The neutral, warm color scheme is harmonious with the minimal, rustic style of JHE’s catalog. Dark navy and copper are complementary colors that elicit similar dualities to those conveyed by the logo’s typography. Furthermore, the muted tones and white space allow products to shine without the brand fading from focus.