Tangerine Home is a luxe home decor line. They specialize in antique and vintage finds with a boho chic vibe.

Inspired by British punk rock, Tangerine Home wanted a logo and website that were going to “shake things up.” Although their decor looked similar to the Shabby Chic trend, which was popular in the 80’s and 90’s. How were wrought iron bed frames and antique candlesticks a blatant act of rebellion? I had to dig deeper to find out....

Tangerine Home’s competition skews towards feminine branding. So for their logo, instead of going with a romantic script font in a pastel color, I chose the opposite—an edgy, rustic script in chocolate brown. Same with the artwork—I made the tangerine a bright orange scribble. My initial attempts at a tagline—“curious decor” and “funky furnishings”—didn’t ring true. But “perfectly imperfect decor” did.

Tangerine Home came to me with a variety of random, poorly-styled  low-res photos, which were shot on their phone. I had to gently explain that the success of their website hinged on the imagery. It took several months of waiting for the right photographer and stylist to become available, but the end result was worth it.

The website has high engagement stats—their Average Session Duration is 3m 27s and 3.1 Average Pages Per Session.

Tangerine Home went slow on their marketing products. One of the first items I designed was an insert to include inside their packaging. I loved my client’s boots/disco ball image so much, I wrote some cheeky copy to go with it. My client gave me the following response: 😂 😂 😂 , which I took as the utmost approval.