October | Homejane goes into the pink


Home Jane came to 400 looking for something young, funky and immediately identifiable. Their branding needed to appeal to their core audience of young female professionals with disposable income while remaining simple enough to communicate with older prospective audiences. Home Jane needed an identity that would cut across a range of services so that as their business grows their logo would remain relevant across all sectors. To target women between the ages of twenty-five to forty-five, 400 created a script style logo to reflect the personal nature of the services that Home Jane provides.

The bespoke typographical solution gives the start-up a familiar and friendly look with a strong brand image. The bold colour scheme stands out from the crowd to make an instant impression with a high recall factor. With their new strong and distinctive identity, Home Jane has the versatility to expand across many different service industries and sectors. The branding was also extended to www.home-jane.co.uk and applied across a flyer, postcard, and letterhead.

“I love it, I think it’s really unique in the market place and I love the irony of using the 50’s ‘Avon lady’ stereotype but doing the kind of service that these ladies would never do. I love the colour and the style – but most of all I love people’s reaction to it!” So far we have had a great success rate, with over 35 calls in 3 weeks, leading to 20 concrete jobs. This is a larger number than I had hoped for and I have had to turn down work due to not having enough people to do it. This is obviously a nice position to be in but I don’t want to be in it for long. The website (www.home-jane.co.uk) has had 12,408 hits since it’s launch (3 weeks) and 932 unique visitors. We have had 11 auto-call backs on the site form, which have led to 6 pieces of work.”

Jo Behari MD, Home Jane

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