In 2011, HeineJones created a new brand identity and interior design for a retail store and social enterprise initiative.

Located in the heart of Seddon, LoveLuvo is an enterprise of Westgate Community Initiatives Group Inc. (WCIG), specialising in environmentally-friendly cleaning and personal products, homeware and giftware. Like Cleanable, WCIG’s successful commercial cleaning social enterprise, LoveLuvo provides employment, work experience and vocational training for disadvantaged people, particularly those with mental illnesses.

HeineJones developed the new brand name and identity, LoveLuvo, to reflect WCIG’s caring community focus, and customers’ reported sense of well being in the store. The use of fresh greens in the logo projects LoveLuvo’s environmentally aware and restorative values, and the focus on wellbeing that underpins its ethos. Compelling and highly visible in a competitive market, the new identity also features tie-ins with the WCIG and Cleanable logos.

To complement the new branding, HeineJones designed and managed the installation of the store’s innovative physical layout, and its environmentally responsible fittings and interior features. The interior design solution uses sustainable materials – eco-plywood and water-based wood stains – to reflect LoveLuvo’s social and environmental values and achieve a ‘down-to-earth’ feel. We also designed and managed the manufacture and installation of shelving in recycled paper composite board, a forest display unit of recyclable cardboard tubes, and a ‘swap-and-go’ refill station for environmentally friendly liquid and powder cleaning products.

The dynamic new LoveLuvo brand identity engages passing trade and entices customers to enter a unique and compelling retail environment. In addition, the HeineJones solution also provides a practical and nurturing workspace for social enterprise employees.