Cachet Homes Brand Refresh

OVERVIEW

Building Relationships with Cachet Homes.

SERVICE

Brand Strategy & Positioning
Brand Architecture
Logo Design
Brand Identity
Brand Style Guide
Marketing Materials
Print & Digital Advertising
Website Design

For more than 30 years, Cachet Homes has been providing luxury homes that feature timeless designs, elegance, and beautiful craftsmanship. The builder looked to its strategic marketing partner, Land Resources, for brand repositioning and strategy development.

Studio[5]Eleven was brought on to the team to translate the written strategy and new brand pillars into an updated visual identity system which included — a refreshed logo, brand standards, stationery and collateral materials, along with the home builder's website.

BRAND POSITIONING

Modern elegance comes from pure simplicity.

To position a brand that emphasizes craftsmanship, sophistication and elegant style, the logo and full breadth of marketing materials must also reflect the same characteristics. Studio[5]Eleven refined the brand identity along with its full suite of visual assets to align the communication system with the home builder’s brand pillars – fully reflective of the client’s product offerings.

BRAND ARCHITECTURE

Precision provides clarity.

A clear logo lockup architecture was created for consistency, clarity, and simplicity. The logo design structure prioritizes the master brand – Cachet Homes – followed by each community location. Next, the collection and floor plan names seamlessly follow in the hierarchy. This straightforward communication model speaks clearly to both internal and external audiences.

“The Cachet Homes rebrand with Studio[5]Eleven has been one of the most rewarding branding evolutions I’ve worked on in my 30-year career. The beautifully crafted and executed brand work perfectly captures Cachet’s admirable legacy, abounding care, and exceptional craftsmanship. But above all, it reflects the true essence of the amazing people at Cachet Homes.”

Kimberley Clifford
Vice President Marketing, Land Resources

LOGO DESIGN

A true craftsman is passionate about every detail.

The primary Cachet logotype was closely reviewed and carefully refined to reveal a clean, beautiful, and elegant handwritten style, the main visual speaking directly to the company’s standard of excellence in craftsmanship. The precise curves and clean lines are representative of the superior-quality home design, personalized finishes, and high standards set throughout the process, continuing through to the construction build-out.

BRAND IDENTITY

Quality is always the result of intention.

John Ruskin

The intentional selection of the brand’s color palette, typography, photography styling and treatments, icons, illustration styles, and graphic elements work seamlessly together. They reinforce the home builder’s brand pillars with their sophistication, quality, legibility, and upscale aesthetic — an approach that creates a visual vocabulary exclusive to Cachet Homes.

“We’re so proud and excited about the new website! I want to thank everyone on the team for capturing the essence of Cachet Homes.”

Matt Cody
President, Cachet Homes

WEBSITE DESIGN

Simplicity is the keynote of all true elegance.

Coco Chanel

The home builder’s online presence was updated to align with the refined identity program. The new website’s visual hierarchy, supported by selected brand fonts and colors, provides a simple, consistent, and clear communication platform. The responsive website design adjusts seamlessly to all devices making it easy for potential customers to explore options from Cachet Homes.