Under the direction of Meaghan Barry and Lilian Crum of Unsold Studio, I spearheaded the strategy and identity development for Housewife Essentials, a wallpaper and interiors brand out of Detroit, Michigan.
Housewife Essentials is a woman-owned business that sells luxury Chanel-patterned wallpaper and other kitschy home goods. Housewife Essentials invites high-end customers to ditch their boring, predictable interiors and have a little fun with their personal style.
The brand must:
• Balance the classy, feminine with something bold, brash, fun
• Nudge people out of their comfort zones
• Build a nostalgic but inclusive world needs to create a flexible system for consistency without redundancy
• Signal luxury but still feel playful
• Nudge people out of their comfort zones
• Build a nostalgic but inclusive world needs to create a flexible system for consistency without redundancy
• Signal luxury but still feel playful
This design system creates a library of icons made from the brand’s wallpaper patterns and also framed “stickers” for easy application of messaging and icons. This combination of assets creates a visual system of bold playfulness while staying classy and sophisticated. The system draws customers in by utilizing ornate shapes they’re used to seeing, while presenting fun patterned icons that are unfamiliar yet unforgettable. The brand as a whole exists to nudge people out of their comfort zones and into the playful and luxurious world of Housewife Essentials.
Art Direction: Meaghan Barry, Lilian Crum
Design: Erin O'Neill
