The document outlines the brand identity manual for Home Plus, including brand mantras, positioning, core associations, and directions for design. It emphasizes creating pleasant indoor moments through togetherness, family cooperation, celebrating parties and post-party chores, and using real life stories to evoke emotions through a contemporary yet authentic style.

1. Home Plus®
Brand Identity
Manual Part I :
Brand identity
Keywords &
Messages
How we look and how we talk !

2. Brand Mantras (Brand Essence)
Position
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© Pakshoo Marketing and R&D Dep.

3. Pleasant
Home Plus
In-door
Moments
Brand
mantras
© Pakshoo Marketing and R&D Dep.

4. Brand Associations
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5. Core Brand
Association
Together
ness
Lifestyle
© Pakshoo Marketing and R&D Dep.

6. Core
Brand
Associations
© Pakshoo Marketing and R&D Dep.

7. •
Core
Brand
Associations

8. ONE.
Family
Together
Cooperation in Chores

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© Pakshoo Marketing and R&D Dep.

10. TWO.
Celebrate
Party time
Post –Party time Chores

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(a
(b
© Pakshoo Marketing and R&D Dep.
Celebra
Party Time
te

12. Fragrant
eclectic
Smell Of Life…

13. Direction
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14. Design
Evoke Emotions
Style-always contemporary
© Pakshoo Marketing and R&D Dep.

15. Design
Style
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Indoor
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16. Real Life
True Stories
Authentic

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Narrative
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Approach
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Real Life Stories