American Home Branding & Machine Cosmetics

During my time at Tacony Corporation, I had the privilege of creating the branding for American Home. American Home consists of 2 sewing machines and 1 serger. That’s it. These are great machines for beginner sewists. That’s because they are simple and straight-to-the point, no fancy features. This also keeps the price point very low. Easy-to-use and ultra-affordable.

Target audience: Women in their early to late 20’s. These individuals are already obsessed with DIYs, crafting for them is a way of life.

One of the challenges of this branding was that we could not change the existing logo. We worked our way around this by creating an “AH” submark. I presented two different mood boards to the Creative and Marketing teams and we decided on the one you’ll see here.

Next, I started designing new machine cosmetics. Once those were approved we continued on with finding locations, hiring models, scheduling photoshoots, and filming tutorial videos for Amazon and YouTube.

The E-commerce specialist and I teamed up and spent months designing the Amazon brand store, listing the products, while also developing new products to expand the American Home line. We introduced 2 new thread kits, an interfacing set, a carrying bag, a sticker sheet, as well as a sewing kit.