A new visual identity for the Hominess shop

Published 07.31.2023
type School
campus Montpellier
Training Graphic Design

During their week of speculation, the Graphic Design Professional Cycle students, in groups of 2, proposed a 360° communication strategy (new visual identity, e-commerce website, strategy, etc.) for the Hominess boutique in Montpellier. It was a life-size project, and one of them was selected.

Every inhabitant of Montpellier knows the Ecusson, the pedestrianised historic center, once enclosed by the city’s medieval walls and moats, where it’s great to stroll, shop and dine. In the heart of his historic district is Hominess Boutique, on rue du petit Saint Jean, which specialises in home decor and fashion accessories (bags, hats, etc.).

Reinforce the shop’s upmarket image

« I wanted to change my visual identity, which was no longer in keeping with the shop. I wanted a new image that was more elegant and chic, explains Alexandra Duchêne, manager of the Hominess shop. Thanks to a teacher from ESMA who guided me, the students came to my shop (four groups of two). I explained what I was looking for in terms of visual identity, social networks and a draft e-commerce site. We tried to come up with a communications campaign every 2 months to coincide with a particular holiday in the calendar: Mother’s Day, Valentine’s Day, Christmas, back-to-school. The students worked on it for a week. Then I went to Esma where they presented me with four projects. I thought about it for eight days. I liked one of them because it was exactly what I wanted in terms of design and logo, more minimalist and more elegant. I fell in love with it ! »

She continues : “90% of my customers are women, divided into 2 categories: 18-25 year-olds : students attracted by accessories, mainly with more limited purchasing power, and 30-60 year-olds : working women, many professionals (executives, doctors) attracted by decoration with significant purchasing power. High average ticket. This is the clientele I want to attract by reinforcing the shop’s ‘upmarket’ image.”

« 100% positive »

All that remains now is to formalise all the proposals in concrete terms, particularly with regard to the website, which will be done shortly. In any case, the ESMA students fulfilled their mission: « It was great. They are a great team, and most of them have good interpersonal skills. It was 100% positive. I’m completely satisfied, especially with the new, attractive logo.»