Dedica was retained by Magellan Group, an Industrial Product Design and Development company to develop a new kitchen accessories brand targeting a more affluent younger market segment of the kitchen enthusiast market. Dedica started the process with a number of name generation sessions that resulted in the House 2 Home name being chosen by the client. From there we created a clean, crisp and modern identity mark that reflected the end user esthetic. This was then extended to color pallet selection, VIS, website and product packaging design.