Hendrix Brand Identity & Marketing

Hendrix Lifestyle Store was born from the nostalgia of Waikanae Beach. A busy beachside town where tiny batches are nestled between the Pohutukawa lined streets. Bringing elevated coastal living to New Zealand, the lifestyle store has quickly become recognised for their unique design-led offering. We were tasked with developing the brand identity, Shopify website, and brand touchpoints to bring the store to life. 

The name Hendrix means ‘Ruler of the Home’, and the identity needed to reflect not only a sense of place but a level of boldness and confidence to make the new kid on the block shine. 

Playful design elements such as the imperfect red wave took inspiration from scalloped sunshades on bachs in the 60’s. A rust red injects energy and loudness, paired with bone beige and cream textures balancing with softness. A refined word mark stamps the brand name strongly across all touchpoints, balancing out the juxtaposing supporting typography. Product photography follows a distinct staging theme to create authenticity, whilst brand photography draws inspirations from the local lifestyle. 

Digital touchpoints such as the website, eDMs, and social media use strong use of the contrasting brand colours to command presence and generate conversions. 

All aspects of the end-to-end customer experience have been considered to ensure elements of surprise and delight, to build customer loyalty and advocacy. 

Since launch, the brand identity has contributed hugely to Hendrix’s ongoing success. The originality of the design has turned heads nationwide and positively impacted the growth of the business.