Brand Strategy & Communication

HOME

About the Client

HOME is the second largest retail chain in the Georgian market, selling kitchen accessories, dinnerware, souvenirs, reproductions of artworks, chandeliers, and seasonal accessories.

Problem

The founders wanted to reach higher-income customers and reduce reliance on New Year's and Easter revenue spikes. Discovery workshops found that the brand was closely associated with home care, despite opportunities to serve more segments. Positioning focused mainly on product features and pricing.

Solution

The strategy expanded HOME's proposition to cafés, bars and hotels, and to interior designers shaping their clients' apartments and other spaces. Communication introduced new positioning territories: shaping spaces, gift giving, welcoming guests and celebrating special days. The slogan ‘Design the Space You Desire’ communicated this broader proposition.

Results

The expanded proposition helped stabilize sales cycles and generate more revenue. Customers began to recognize HOME as a solution for shaping their own and others' spaces, gifting and welcoming guests.