Two Times Elliott's identity for Lick positions the home decor brand as accessible and aspirational

Lick is a direct-to-consumer home decor brand that offers a collection of 49 paint colours and 25 wallpapers, carefully considered by a team of interior designers and consultants. Their next day delivery service, peel-and-stick samples and online assistance from colour experts make the decorating process easy and accessible, without losing any quality. London-based design consultancy Two Times Elliott has been working with Lick’s founders to craft a brand experience and identity that is educational, inclusive and aspirational while appealing to a younger audience. Through a blend of industry and stakeholder research, the studio identified an opportunity for the products to do the talking; leaving behind any overwhelming colour theory or overly technical language. As a result, tools and products have a utilitarian labelling system, placing simplistic instructions and product codes front and centre. The serif wordmark aims to challenge existing brands by being loud, clear and simple, aiding the recognisability of a new-to-market brand. Tonally, Lick changes with the format, taking on an expressive voice on posters and a more practical one on packaging. Despite this, the brand always maintains an approachable and ‘lived-in’ feel that’s inclusive of all decorators, novice or natural.