Reno eNVy came to us with a challenge, how do you take a beloved hyper-local brand, and elevate it into a state-wide brand? The answer is rooted in strategy, updated apparel, and an overhauled online shopping experience that anyone— not just Nevadan’s, can be proud of.
Creating a visual narrative
Reno eNVy has been a hometown hero of a brand to our little city since 2005 but also carries vibrations throughout our state. With an established identity that was so initially tied to an individual city we had to overhaul to the look and feel of the entire brand. We focused on a Strategic as well as Creative Direction that pulled largely from the land around us and created a look and feel to set our sails and minds in the right direction for the years to come.
Let's get to work
We started by creating a look for the identity and seeing how it would play out on products, on the web, and in various promotional applications. With a state so diverse, we didn’t want to alienate one part of the state or another, we’d rather create a cohesive look that every Nevadan could find themselves relating to.
“We wrote the visual narrative behind this brand. Providing perspective and abstracting the land where I grew up was challenging for the whole team to let go of Northern Nevadan bias.”
Brandmarks & iterations
Refined, but Dusty
When thinking of Nevada, two very different things come to mind. The infamous “Welcome to Las Vegas” and “Biggest Little City” neon signs, surrounded by casinos, and the vast surroundings of beautiful landscapes, mountains, valleys, and deserts that take up much of the land around us. For the sake of this project, we chose to focus on the latter. With hand-drawn images and illustrations, custom lettering, and a feeling of being a little rough around the edges — we aimed to capture this look and feel of the land around us and turn it into something that anyone would want to flaunt.
Fashion gets dirty
The next big thing
The big thing
The brand formerly known as Reno eNVy has a storefront in Reno, Nevada. Shocker. But there is no existing storefront in anywhere else in the state. One hurdle was realizing just how crucial online sales are. If we’re to truly become a state-wide brand, we need to create a look and online shopping experience that not only speaks to its roots, but the entire State.
"This is something that we’ve brought up before, its a huge step to move into a new world. Without the thoroughness of the L&M team, the brand may have very well not launched."
From here to infinity
Stepping into a new future, working with HMNV Co. has been exciting and deeply gratifying: expanding the story of a cherished local brand, deeply furthering their apparel line and retail shop, and creating an enjoyable and modern online shopping experience.
The new Home Means Nevada Co. brand officially launched Fall 2017, with the opening reception and brand unveiling met with enthusiastic support and confidence from the community.