When Kety, founder of Homnès, a solid shampoo brand, approached us, the business was preparing to open its very first flagship store. This marked a major turning point. Homnès was evolving into a workshop-store a space where customers could not only purchase products but also experience their creation firsthand. To support this transformation, we led a complete brand repositioning and visual identity redesign.

Services

Rebranding
Packagings
Logotype
Brand Identity
Brand Strategy

Industry

Cosmetics

Close-up of the text 'MAISON-ATELIER' on a white textured background.
Blurred image of a person with long hair resting their head on their hand. There are some books or files and a plant nearby. The text on the image reads 'MAISON-ATELIER HOMMÈS' and includes an address in Paris.

Challenge

The existing identity no longer reflected the brand's ambitions.

The rebrand needed to:

  • Support the transition from an online-first business to a physical retail experience.

  • Create a stronger, more confident and distinctive brand presence.

  • Express the brand's craftsmanship and personalized approach.

  • Move away from an identity that felt too discreet and lacked differentiation.

  • Improve the readability and recognition of the name Homnès.

Ultimately, the challenge was to transform Homnès from a niche brand into a memorable and fully embodied brand experience.

Two boxes of silk soap, one blue and one red, with text in French and English describing patchouli and cedarwood scent on the blue box and rose scent on the red box, labeled for men.
A dark gray book or booklet with the words "MAISON-ATELIER" written on the cover, placed against a dark green background with the word "HOMËS" at the bottom.
A grayscale image with sections labeled Before, After, and Homes, indicating a comparison or transformation.

Objectives

Design a visual identity capable of:

  • Expressing the new workshop-store concept.

  • Reflecting the brand's expertise and bespoke approach.

  • Giving the brand a bolder, more expressive personality.

  • Strengthening recognition and memorability.

  • Supporting the launch and growth of the physical store.

Packaging design for a silk soap product named HOMNÈ with vanilla scent, including instructions for use and bar code.
The storefront of a shop named 'Homès' with large green window frames and a green door, displaying interior furniture and decor items, with a sign reading 'MAISON-ATELIER' above the window.
A digital rendering of two shampoo bar packaging designs labeled 'HOMMES.' The left package is pinkish-beige with the text 'SHAMPOING SOLIDE' and 'Purifiant,' indicating purifying shampoo for men in French. The right package is olive green with the text 'SHAMPOING SOLIDE' and 'Cheveux normaux,' indicating normal hair shampoo. Both packages feature the brand name 'MAISON-ATELIER.'

Approach

We approached this project as an exercise in brand affirmation.

Rather than reinventing Homnès, our goal was to reveal its full potential, transforming a discreet identity into one that confidently expresses its personality.

Every creative decision was made to increase presence, clarity and impact while remaining true to the brand's essence.

A collage featuring a blue and orange product package labeled 'HOMNÈS,' a woman with curly hair sitting in a bowl near greenery, a person with dark hair and a white shirt with their head down, and a nature scene with sparkling water or dew on plants.
Person holding a box of Honomes Deodorant in a room with a black box of round objects, possibly bath bombs or balls, on a table. Partially visible person sitting on a couch or chair, wearing a white shirt and light-colored pants.
A person taking a shower with water pouring over their head, surrounded by tiled walls with decorative tile patterns, and a small section of printed text on a yellow background. The text appears to be in French, discussing hair care and environmental preservation.

A stronger, more recognizable logo

The logo was completely redesigned to improve both visibility and legibility.

Its new composition creates a stronger rhythm through the interplay of uppercase and lowercase letterforms.

Particular attention was given to the è, which became one of the identity's most memorable features.

Its accent subtly echoes the shape of a handcrafted soap bar, while the carved detail conveys precision and craftsmanship. It also removes any confusion with the French word Hommes, making the name instantly recognizable.

Text on a light green background with address information and the words 'MAISON-ATELIER' and part of the phrase 'HOMES' visible.
Packaging box for solid shampoo with a background showing a natural scene with water droplets or bubbles.

Typography inspired by craftsmanship

The custom N introduces a raw, handcrafted quality that reflects the brand's artisanal manufacturing process.

It reinforces the idea of products made on-site, celebrating authenticity and visible craftsmanship.

Packaging design for Hommès silk soap with blue background, gold text, and info about ingredients, usage, and barcode
The image shows a close-up view inside a metallic bag containing several boxes of Maison Ateliér soap and shampoo bars. The boxes are in different colors, including red, blue, green, and white, with labels indicating they are silk soap, shampoo, and other products.

A bolder visual identity

The visual language evolved significantly:

  • Nude tones were replaced with richer, more expressive colors.

  • Custom color pairings were created to differentiate product ranges.

  • Layouts became more dynamic, bold and impactful.

The result is a visual territory that gives the brand greater personality and shelf presence.

Close-up of a hairbrush with a wooden handle and white prongs resting on an orange textured surface.
A packaging template for a solid shampoo bar with a warm, earthy color palette. The package features the brand name 'HOMNÈS' and descriptions in French and English, with a background of blurred warm-toned abstract patterns.

Outcome

Today, Homnès has a visual identity that fully reflects its evolution.

The rebrand has provided:

  • A stronger, clearer and more memorable brand image.

  • A confident premium positioning.

  • A seamless connection between the retail experience and the visual identity.

  • A scalable identity designed to support the brand's continued growth.

Homnès has evolved from a discreet cosmetics brand into a destination where craftsmanship, expertise and personalization come together to create a distinctive brand experience.

A collection of colorful soap packaging boxes arranged in a circular pattern on a black background.
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