The iconic furniture manufacturer Sofas was losing ground to online pretenders. We created a new branding system, tone of voice and visual identity to enable them to reclaim their legacy and market position.

In order to utilise Sofas new personality, we developed a new identity which is capable of connecting all of their services, whilst still being impactful and unique. To crown these new changes, a new brand icon was created: a visual symbol which works as a Sofas signature.

The task was to design a modern style for the brand and help to enter the market, as well as enhancing the user’s loyalty to the product. as well as enhancing user’s loyalty to the product. At the early stages, we started by searching for the right product feel. (shape, mood, emotions, dynamics).

We worked closely with Sofas to understand their business goals, heritage, and the challenges they face in an extremely competitive market. The brand’s USP was deciphered and distilled, and a series of consumer messages were born out of the positioning statement of ‘just the way you like it’.

The logo remained unchanged whilst developing a new roundel, a more expressive tone of voice, a new graphic language a graceful modern typographic style inspired by Sofas past.

The quality of the Sofas, as we found out, is not achieved through some exclusive technology.

When asked if there are any secret ingredients in the product, the customer said, “No, it’s just the way you like it.” This simple and clear wording has become the main message of the brand. The sense of “just the way you like it” is familiar to everyone. Confidence evolving into a trust.

For further growth, the company needed to identify the strengths that will help sofas to develop further. That’s why we developed a brand strategy, corporate identity and communication strategy. We also wanted to convey a sense of quality and comfort by adding a slope to all elements of the identity.

Each branding process starts with an understanding of services uniqueness and value. To help a client figure out core values that need to be reflected in branding, we do an exercise with attributes. We brainstorm and write down as many attributes as possible and then select a few items that work the best.