Homa
A new approach to customization
Homa is a leading OEM manufacturer specialised in cooling appliances, with a strong focus on delivering products tailored to contemporary lifestyles and outstanding food preservation. Known for combining manufacturing excellence and operational efficiency with user-friendly design, the company supplies high-quality solutions to the most recognised international brands and leading private labels.
One of Homa’s main challenges is creating product offerings that feel unique and tailored to each customer – especially considering that some of their clients may also be competitors.
The key goal was to communicate product features effectively, enabling customers to personalize offerings to better suit their own brand identities.
To address this challenge, we worked with Homa Europe to develop a structured strategy that uses design as a storytelling tool.
With this in mind, we collaborated with the committee to design new ranges of signage icons for the brand’s refrigerators.
It was not just about creating visually appealing artwork and clear signage, but about providing a way to infuse distinct personalities into Homa’s products.
“Designing a refrigerator interior goes beyond simply optimizing space and ensuring accessibility. The new icon system, combined with lighting, materials, colors, and finishes, could play a key role in shaping a strong and engaging product identity—without the need to invest in molds or other expensive tooling. This is what “soft customization” is about.”
Martin Franzen
Product Design Director
What do people do when evaluating a refrigerator at the shop?
They open it because…
The Personality Resides Within!
We believe that signage icons can not only serve a functional purpose but also carry strong emotional potential.
The exterior alone doesn’t tell enough.
It’s hard to distinguish one model from another based on the product’s exterior appearance. It’s only when people see the interior that they truly understand whether a refrigerator suits them – both rationally and emotionally.
Thanks to this strategy, Homa, as an OEM company, can leverage a way to differentiate its products for its customers while maintaining a neutral exterior that seamlessly fits into any kitchen style.
Based on the main trends in domestic kitchens, we identified three styles:
1. Eco Chic – For those who want their eco-friendly lifestyle to be reflected in their kitchen design. An elegant visual language characterized by simplicity and naturalness.
2. Smart Living – For those who want to enhance the convivial and personal character of the kitchen through distinctive and unconventional products, always reflecting an idea of immediacy and ease of use.
3. Elegant Pro – For those who are attracted by the performance and technical capabilities of appliances and wish to see them reflected in the design.
Together, we developed a system applicable across the entire product range, enabling a high level of customization,
including CMF personalization and lighting options.
“DGI’s work provided us with a powerful sales tool. Beyond offering compelling sales arguments that turned out to be even more engaging than expected, we successfully conveyed the idea that design allows us to leverage every detail to captivate the end consumer – something that is highly relevant for our customers.”
Federico Rebaudo
Head of Homa Europe
About the project
Client
Homa Europe
Year
2025
Expertise
Industry