Business Challenge
Furl are a British company that designs, manufactures and delivers high-end, immaculately engineered sofa-beds, storage-beds, and storage-sofas.
Given the second-to-none quality of their furniture and service, over time Furl have naturally evolved a design and marketing strategy geared towards the functional benefits they offer.
But in today’s climate of falling budgets and tightening belts, persuading potential customers to trade up for superior products requires tapping into their emotional needs.
How can design help transform ‘require’ into ‘desire’.

Creative Solution
In an increasingly hectic and urbanised world, a beautiful and well organised home can provide a sanctuary of calm away from the chaos.
We based the revamped identity around this insight, starting with a dynamically modular wordmark, inspired by the transformational nature – both physically and spiritually – at the heart of every Furl piece.
Set within a palette of classically crafted typography, refined colours, sophisticated pattern and softly sun-kissed photography, we aimed to evoke a feeling of effortless luxury and mindful clarity.
A world in which every day can be lived in serene style.

Derek&Eric Helps Furl Unlock a Calmer Kind of Luxury With a Refined, Transformational Brand World London, UK — [10/06/25] —

Independent branding studio Derek&Eric has unveiled a serene new identity for British furniture maker Furl, built around a clear and compelling idea: when your home works beautifully, your mind can too.

Known for their high-spec storage beds, sofa beds and space-maximising furniture, Furl has quietly built a reputation for quality without compromise. Precision-engineered, British-made, and delivered with obsessive care. But in a market where buying better often feels harder to justify, they saw a need to move beyond function and into feeling.

“Our job was to shift the conversation from practicality to possibility,” says Alex Stewart, Creative Director at Derek&Eric. “Furl products already solve real-world problems beautifully. We wanted the brand to show how that can translate into emotional headspace and everyday calm.”

The refreshed identity is rooted in the transformational nature of Furl’s product. Pieces that fold, lift, store and adapt. They turn even the tightest spaces into something considered and clear. A modular wordmark reflects this quiet flexibility, paired with a palette of soft neutrals, refined pattern work and sun-warmed photography designed to evoke a sense of lightness and peace. Together, these elements build a more expansive and emotionally resonant world for Furl — one that signals timeless quality, subtle confidence, and space to breathe. While the previous brand focused on engineering detail and technical benefits, the new look invites customers into a calmer, more aspirational story: one where great design doesn’t shout, it simply fits, functions, and quietly elevates your everyday. “This wasn’t about chasing trends or changing who Furl are,” says Stewart. “It was about unlocking the emotional value already built into every piece they make. Helping people feel what their furniture has always delivered: more space, more clarity, and more ease.” “We’ve always focused on craftsmanship and service, but the new identity gives us a clearer way to show people the real-life impact of that,” says David Norman, Founder of Furl. “It’s not just about storage or engineering. It’s about creating a space that makes you feel more at home, and Derek&Eric completely got that.”