It's a brand new day for Matchstic, a brand new start. And our brand new home is amazing. People keep saying our tagline should change since we are not in a house anymore. I say not necessarily.

A few years back we read the book The Culture Code by Clotaire Rapaille. Clotaire is a cultural anthropologist and marketing consultant for fifty Fortune 100 companies. During his years of research for brands like Folgers, Kraft and Betty Crocker he found there to be a unique emotional connection that Americans have to the idea of "home." After interviewing Americans of all ages and hearing their stories he makes this observation: "When we think of home, we think of words that begin with the prefix "re-." Words like return (as the girl did when she came home from school), reunite (as the boy did when he got back from college), reconnect (as the family did when they told each other their highs and lows for the week) reconfirm (as the boy did when he saw his family in the stands at his baseball games) and renew (as the woman did during her family's various rituals.)"

This goes without saying but home is where things are familiar, where things are expected. At home, events repeat and sometimes they even become rituals. And this is one of the reasons Americans love the kitchen. Clotaire says, "The kitchen is the heart of the American home because an essential ritual takes place there: the preparation of the evening meal. This is a ritual filled with repetition and reconnection that leads to replenishment." This is why we've purposefully placed the kitchen at the entrance of our new home. Why we have rituals like Brands ‘N Eggs where we get to know new clients around a meal.

So why not change our tagline? Because when we say a brand identity house we really mean a home. We mean the comfort, connection and harmony not associated with a house but rather a home. Clotaire suggests "…even after our families have moved to a house where we never lived. If home is about return, reconnection, renewal, reunion, and other words with the prefix "re-," then the physical location means nothing. What is important is that the feelings and family exist wherever you define "home."

We've all heard that a house is not a home. It's just a building where you'll more often find one. But why not an re-newed, re-imagined factory with lofts, restaurants and other businesses all together in Atlanta's largest historic neighborhood, Grant Park. Filled with all the same familiar Matchstic faces.

We're open. Come on in the kitchen.

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