- Brand Communication, Brand Development, Brand Experience, Brand Identity, Brand Strategy, Retail
Building a Brand Strategy for the Next Chapter
Homevalue is a network of independent Irish hardware, DIY and home improvement retailers, rooted in local expertise, family-run knowledge and strong community connection.
While the brand had clear strengths at store level — trusted staff, brilliant customer care and local convenience — there was an opportunity to build stronger national recognition and create a more consistent brand experience across the wider network.
TAP was engaged to help define the strategic and creative direction for Homevalue’s next chapter, creating a brand platform that could unite local retailer strength with the confidence and visibility of a national brand.
Our Approach
Our approach began with research and insight, looking at the competitive landscape, customer perception, brand tracking data and the current store experience.
The challenge was not to reinvent Homevalue, but to evolve it given it’s positive reputation. The strategy needed to protect what already made the brand valuable — trust, expertise, service and local knowledge — while creating a clearer and more distinctive position in a competitive retail landscape. Homevalue needed to feel rooted in Irish communities, while also showing up with greater scale, consistency and confidence. This thinking then shaped the development of a more confident creative platform for the brand. TAP explored a refreshed visual identity, a new logo direction, tagline options and a stronger messaging system that could bring the brand’s positioning to life.
The aim was to create a brand system that could flex across different store formats and audiences, while remaining recognisably Homevalue.
The Result
The resulting brand direction gives Homevalue a clearer and more confident foundation for growth.
By combining strategic positioning with a refreshed creative system, the work creates a brand that feels more distinctive, more consistent and more commercially relevant. The new identity direction gives Homevalue stronger visibility, while the tagline and messaging framework help communicate the brand’s role with greater clarity.
The strategy and creative platform help Homevalue move from a collection of strong local retailers to a more unified national brand, without losing the personal service and community connection that customers value most.
The result is a brand evolution built around trust, knowledge and local pride — giving Homevalue the tools to show up with greater confidence across stores, campaigns, digital channels and future retail experiences.
