Homeland is an Oklahoma staple with Oklahoma roots, and so it’s brand was designed to match. I played up the small town feel with vintage photography, lots of natural textures, and wheat images as an homage to the state song

Homeland unsuccessfully markets to OU students, despite being one of the closest grocery stores to campus. I believe if they invested in a look that referenced Oklahoma imagery in a warm and inviting way, they could see the student market gain interest.