Loaf Redefining the nation's comfiest furniture brand.

Launched online in 2008, Loaf set out to do furniture differently. Built on comfort, craft and a refreshingly human tone, it quickly gained a loyal following by putting feeling before formality.

As the brand grew, with a flagship store in Battersea and a fast-scaling e-commerce business, it needed an identity confident enough to work across omni-channel retail, without losing the warmth and wit that made it distinctive.

We refined Loaf around what matters most: comfort. Repositioning the brand and sharpening how it speaks, we created a clear, premium platform that reasserts Loaf’s meaning in a crowded market of cheaper alternatives.

The identity places comfort at the heart of the brand as a clear point of difference. The familiar Loaf logo was carefully evolved for modern use, improving clarity and presence in digital environments while retaining its relaxed, handcrafted character.

A simplified colour palette heroes Loaf Blue as a confident and distinctive asset. A tactile design system rooted in craft brings warmth and consistency to every touchpoint. Art direction captures products in their most inviting form, celebrating shape, detail and quality.

The result is a calm, confident brand that scales effortlessly across digital, retail, print and packaging. Expressing the comfort, ease and humanity that have always defined Loaf.