Why fit in when your home can stand out?
Joliful is décor furniture brand that refuses to be beige every piece can change its colors to match your mood and your vibe.
Problem
The home décor market is flooded with the same neutral, “Pinterest-safe” designs. Nice, yes. Memorable, no. People want more: a space that reflects their personality, not just another showroom copy-paste.
Solution
Joliful brings individuality back home. Lamps, chairs, wallpapers, fabrics — all customizable in any color or texture. With a few taps, your space transforms into something no one else has.
Creative Direction
Big Idea
A chameleon brand for people who never want to blend in. Instead of you adjusting to your home, your home adjusts to you.
Logotype & Logo Icon
The logotype curls into a chameleon’s tail — adaptable, playful, always shifting. The icon is its spinning eye, watching moods change 360°.
Color Palette
Joliful’s palette is unapologetically loud — purples, neons, sunshine yellows. Every color is designed to spark joy and make the brand impossible to ignore.
Key Visuals
Bold, surrealistic worlds that mix fashion, furniture, and fun. Think dreamlike interiors where everything pops. Joliful creates a stage for self-expression.
Website Functionality
A simple tool with big impact: pick any shade with a color slider, save your “mood palette,” and apply it to everything from lamps to fabrics. Your house becomes a live canvas that changes with you.
Takeaway
Joliful isn’t just about furniture. It’s about turning your home into a manifesto of color, emotion, and unapologetic self-expression.
CREDIT
- Agency/Creative: Brandon Archinald
- Article Title: Brandon Archinald Introduces Joliful as a Color-Driven Home Décor System for Radical Self Expression
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Ukraine
- Agency/Creative City: Odesa
- Market Region: Europe, North America
- Project Deliverables: Art Direction, Brand Design, Brand Guidelines, Brand Identity, Brand Naming, Branding, Motion Graphics, Web Design
- Industry: Retail
- Keywords: branding, furniture, logo, color
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Credits:
Creative Director: Boris Alexandrov
Senior Art Director: Roman Sorochynskyi
Senior Copywriter: Dmytro Panasiuk
Animator / Editor: Damilola Ilesanmi
Account Manager: Natalia Niedova
Creative Director: Anna Alexandrova
