Redefining brand positioning and value through motion design thinking

As the largest home decor brand in Taiwan, HOLA is often perceived by consumers as a retail store without a clear style or personality, making it difficult to accumulate brand equity and lacking differentiation from competitors. HOLA hopes to renew its brand image with an elegant and high-quality image to expand its consumer base and become the most influential local decor brand in Taiwan.

We expanded HOLA's slogan "Creating touching moments for homes," into the visual direction of "The experience driven by products is touching", creating a new brand worldview for HOLA. We approached design from a consumer perspective and applied it to all-round brand renewal projects such as brand identity system, brand motion behavior, brand/store production design, and space navigation.

The new logo design utilizes the changing phases of the moon as a visual symbol for the brand. Applying a motion design perspective, the logo slowly forms a nearly perfect circle, resembling parentheses, which metaphorically represents HOLA and consumers creating touching moments for homes together. The motion design pattern uses parentheses strokes to gradually change and convey the concept of "approaching, pursuing, and transforming," echoing the brand slogan.

In terms of spatial design, we suggest that the store showcase different lifestyle proposals to consumers through spacial planning, using refined and minimalistic techniques to enhance the imagination of the value of the products. The hardware design should be sleek and rounded with adequate blank spaces to fully experience the warmth and materiality of the space, conveying an elegant and sophisticated brand atmosphere.