The private brand Kuraidori was Home Hardware’s first large-scale foray into quality kitchenware items. The retailer saw an opportunity to extend its reach in home-based products beyond hardware. We were tasked to create the brand and execute our style guides on hundreds of packages. The name “Kuraidori” translates roughly to “top grade” or “premium”. Every effort was made to thoroughly research and execute an authentic and true brand story; from the name selection to the decision to consult and work with a specialist in brush script. We approached each and every one of the hundreds of products in this line with a dedication to elegance, simplicity and quality.

Managed creative briefs and intake of product specs for all products. Consulted with Home Hardware’s merchandising team. Managed a team of designers to ensure best practices and consistent execution of style guides. Directed photoshoots to maintain a consistent style and highlight product attributes. Maintained a comprehensive archive of branding, packages, and images for access and deployment by Home Hardware stakeholders.

Kuraidori expanded from a few dozen products to a catalogue encompassing hundreds of SKUs. Kuraidori's popularity was also responsible for ushering in a new consumer to a traditionally hardware-centric store - thus allowing Home Hardware to expand its homewares and housewares categories.

Contributors included Libera Graphics creative team and content contribution by Home Hardware merchandising team. Photography by Gary Gerovac.
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