Homey

Services
Competitor Research
Naming
Identity Design
Packaging Design
Environmental Graphics
Website

For long-time client Bay Grocer, the brief was to create a new take-home meal brand that could live beyond the store while retaining the warmth, generosity and quality Bay Grocer is known for. The ambition was not simply to package meals, but to build a brand that felt comforting, confident and unmistakably local.

Our work began with detailed competitor and category research across supermarket, specialty retail and premium ready-meal brands. What emerged was a crowded market defined by either sterile health cues or nostalgic farmhouse clichés. The opportunity lay in something more optimistic and contemporary, food that feels good to take home, share and enjoy.

From this insight, we developed the brand name Homey. Friendly, human and instantly familiar, the name carries emotional warmth while remaining commercially scalable. The identity system was built to match: bold typography, a confident colour palette and a graphic language that could flex effortlessly across packaging, vehicles, retail environments and digital touchpoints.

Packaging design became the primary brand stage. We created a cohesive system across multiple formats, from pouches to trays and carry bags, balancing strong shelf impact with everyday practicality. The visual language was then extended into environmental graphics, delivery vehicles and in-store applications, ensuring Homey felt consistent and recognisable wherever customers encountered it.

The launch of Homey marks a strategic expansion of Bay Grocer’s food offering into a standalone brand with its own voice and presence. It reflects Jane Fender’s approach to branding: insight-led, visually distinctive and built to perform in real-world conditions, on shelf, on the street and at the table.