CONCEPTS WE WISH WERE REAL: HDX Rebrand Edition

by Natalie Mouradian on 12/16/2016 | 8 Minute Read

Whether you’re a do-it-yourselfer or not, you have probably been to The Home Depot. While they have many sub-brands in their store, recently one has begun to stand out and become more widely used on a variety of products. HDX by The Home Depot is now a national brand associated with thousands of items including everything from tools to storage and cleaning supplies. The Home Depot reported $88. illion sales for 2015 with over 2,200+ retail stores in the U.S.

This Fall term, students from ArtCenter College of Design's Packaging 2 class were tasked to redesign the HDX brand. Both, graphic and product designers were tasked to create a new brand identity along with packaging structures that speak to a new demographic. Each student created a concept and branding solution. 

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As a form of regalia for our employees, the Orange Apron is a symbol of resilience, trust, guidance, experience and empowerment, held together by the humanistic qualities of our associates. Carrying the tradition and trust that is associated with the Orange Apron, we decided to brand Home Depot’s exclusive set of items behind our own signature stamp of approval. With every product comes the expertise to not only provide advice, but guide the consumer through their home improvement projects.

Designed by: Andy LiangPhotographed by: James Chou

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A Boost of Happiness

The HDX brand is a boost of happiness. It’s accessibility and versatility can motivate anyone to work on home maintenance. Because of its welcoming design, HDX products will leave you proud of yourself as well as your work.

Designed by: Kenneth WongPhotographed by: James Chou

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The HDX redesign introduces an accessible and reliable brand for the young and creative consumers who are looking for the right set of tools and supplies to help them to bring the concept to reality.

The new brand not only offers simple and bold form, but also provides with an informative yet concise branding system to guide the audiences.

Designed by: Kasey ChenPhotographed by: James Chou

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The HDX Concept starts with the idea of providing a welcoming first sight into the world of home improvement. HDX is dedicated to providing innovative products that makes everyday home improvement easy and coherent. We understand the struggles which a novice might go through with home improvements, which is why the new brand is not only about making functional products, but also making this process friendly and easy-to-navigate. The HDX Concept is not a mere visual identity, but an experience and service that exists in every part of the company. Our aim is to make home improvement accessible and enjoyable to all, so even the newly on-board can appreciate the rewards and epiphany of building something with their own hands.

Designed by: Sam YenPhotographed by: James Chou

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The re-design starts with the discovery of the difficulties we, the non-professionals, are facing while tackling a space improvement project. In the current market, there’s a lack of methodical approaches to walk us through the process for the very first time. This re-design of HDX will bridge the gap between products and know-how, which aims to make DIY projects intuitively understandable for people and for everyday life.

Designed by: Shu OuPhotographed by: Jason Ware

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