Loaf Redefining the nation's comfiest furniture brand.

Loaf has a loyal following by doing things differently. Launched online in 2008 as a challenger to traditional furniture retail, the brand was founded on comfort, craft and a refreshingly human tone.

After opening an 8,000 sq ft flagship in Battersea, London and with an online business that continues to scale, Loaf needed to evolve to retain its warmth and wit while operating more confidently across omni-channel retail, traditional and digital media. Success had historically been driven by product and personality, but without a brand system designed for scale.

We partnered with Loaf to tighten and elevate the brand, refining the positioning and the way it speaks. In a market crowded with cheaper alternatives, we helped the brand reclaim its meaning by elevating what matters most: comfort. Creating a clear, premium rationale and a platform to shape both the brand’s voice and its visual world.

Building on these foundations, we elevated the brand expression for a more modern audience, placing comfort at the heart of Loaf as a clear market differentiator. The well-recognised Loaf logo was carefully evolved to improve its presence in digital environments, increasing clarity across the cursive letterforms.

The result is a mark with a renewed sense of ease, capturing the comfort and craft that now run consistently through every asset. The colour palette was redefined to hero the signature Loaf Blue, a confident and distinctive asset that sets the brand apart while retaining the positive spirit synonymous with Loaf’s legacy.

The design system is rooted in craft, creating a timeless and tactile framework that allows for an unmistakably human tone of voice. Art direction captures product in its most inviting form, celebrating the shapes and detail behind signature pieces in the range.

The system was designed to flex effortlessly across digital, showrooms, OOH, print and packaging, giving Loaf a consistent and recognisable presence across its expanded retail footprint. All brought together in an engaging, in-depth brand book, setting out a refreshed vision to carry an iconic British brand into the future.