Derek&Eric is behind the brand new identification for Furl, full with a logomark that exhibits furnishings items slotting collectively completely.
Furl has constructed its popularity on furnishings that works onerous behind the scenes, however its new strategy focuses not simply on the standard engineering behind the merchandise, however on the headspace it offers again to the top person.
The British firm is finest recognized for its high-end storage beds, couch beds and space-saving designs, all made with meticulous care within the UK. For years, its communication centered closely on practicality and efficiency, however as consumers grew more and more cautious about spending, the staff recognised that technical options alone would not be sufficient to influence folks to improve.
“Our job was to shift the dialog from practicality to risk,” says artistic director Alex Stewart. “Furl merchandise already clear up real-world issues fantastically. We needed the model to point out how that may translate into emotional headspace and on a regular basis calm.”
To make that want a actuality, Derek&Eric started with the notion that, in a world that’s at all times noisy, the house generally is a uncommon supply of readability. It is based mostly on the concept Furl’s furnishings would not simply create house, however creates a way of ease. From that place to begin, the studio constructed a visible language that feels each heat and unusually restrained for the class.
A modular wordmark varieties the spine of the system, echoing the foldable, adaptable nature of the merchandise and giving the identification a way of motion. Round it sits a palette of soppy neutrals, sunlit images and finely tuned typographic selections.
The mixed impact is intentionally unhurried. Jon Gibbs, managing director of Derek&Eric, describes it as “designing for readability”, explaining that “spacious typography, mushy neutrals, refined patterns and sunlit images all work collectively to scale back visible noise”.
Balancing that with Furl’s long-standing emphasis on craftsmanship was actually vital for the staff, too. “We softened the ambiance, not the precision,” Jon says. Structural self-discipline and cautious detailing stay evident within the layouts, guaranteeing the model continues to speak the engineering rigour that units Furl aside.
Furl agrees that the shift appears like a pure evolution fairly than a reinvention. Founder David Norman believes that the identification lastly captures what prospects have at all times appreciated concerning the merchandise, even when they did not say it outright. He says: “We have at all times centered on craftsmanship and repair, however the brand new identification offers us a clearer technique to present folks the real-life impression of that. It is not nearly storage or engineering.
“It is about creating an area that makes you are feeling extra at dwelling, and Derek&Eric fully obtained that.”
On a extra strategic stage, the transfer opens new doorways for the enterprise. Jon sees potential for Furl to develop its conversations nicely past practical furnishings and into broader life-style territory. He notes that the refreshed positioning “reframes Furl as a premium life-style model fairly than a purely practical one”, making collaborations in interiors, wellness and small-space residing really feel extra pure.
Briefly, the brand new model world gently encourages folks to think about what life seems to be like when litter is out of the way in which, and each piece earns its place. It is understated however assured, and it offers Furl a platform to speak about worth in a extra human approach. Not solely how the furnishings works, however what it is wish to stay with it in your house day in, time out.
The timing feels proper, too, as individuals are more and more craving extra readability at dwelling. Because of the brand new identification, Furl will be a part of the answer whereas staying true to its roots.
