Jon Stojan
Home improvement retailer VEVOR has launched a full rebrand of the company’s visual identity and messaging in an effort to reflect its status as a global home improvement brand.
The rebrand features a new logo that revolves around a house-shaped outline, a new orange color scheme, and a new tagline, “Affordable. Reliable. Home Improvement.”
VEVOR was founded in 2007, first selling tools and hardware on eBay. The company later expanded to a range of online sales channels, including Amazon in 2013 and its own online marketplace vevor.com in 2020. VEVOR products are also sold on the online marketplaces of Walmart, Home Depot, and more.
While the core business of VEVOR has always focused on affordable products for basic home improvement projects, the company originally specialized in just tools and hardware. According to the company website, VEVOR now offers over 40,000 products for needs inside the home, in the garden, in the garage, and more.
“VEVOR saw early success selling primarily tools and hardware, but in recent years we have significantly expanded our offerings to a growing catalogue of affordable and reliable home improvement products,” noted Branding Director Leon Li. “This new branding better reflects VEVOR as a leading home improvement brand, positioning us for sustained growth beyond limitations of the tools and hardware industry.”
Original logo and tagline. “Tough Tools, Half Price,” and the company’s new logo and tagline, “Affordable. Reliable. Home Improvement.”
VEVOR also upgraded its signature orange color to a hue with more vigor and vibrancy.
“Orange is synonymous with home improvement,” continued Leon Li, “and VEVOR has also made a more youthful orange the primary color of our VEVOR identity.”
VEVOR products are sold across markets in North America, Europe, and Asia, with sales expected to reach $2.7 billion in 2024, according to the company, but to maintain its rapid growth, they need to expand beyond the market limitations of just tools and hardware. VEVOR also recently announced plans to open its first retail stores in 2025 in the US.
The home improvement industry is booming in North America with an average 6% annual growth rate and is expected to be valued at $981 billion by 2032. Amidst this competition, VEVOR has amassed over 10 million customers and sees customer satisfaction rates at over 90%, according to their website.
“We are one of the younger players in the global home improvement industry,” continued Leon Li, “but we are quickly moving up the ranks and our vision is to become a leading global home improvement brand. We have the products, services, sales channels, and strong customer base, and now we added this beautiful new rebrand as the last big missing piece to launch the global growth we envision for our affordable and reliable home improvement business.”