Sofas. Socks. Snooze. From homewares to lifestyle.

Loaf

LOAF, the much-loved British homeware brand, brought me in as they prepared to open their first store. Tasked with evolving the brand beyond e-commerce, I sharpened their positioning and refreshed their creative strategy to support this next chapter. From designing the original in-store experience to developing product and shaping storytelling, I worked across brand and business to ensure LOAF’s irreverent charm scaled with them – as they grew from a digital disruptor into a fully-fledged lifestyle brand.

Creative Director
E-Commerce
D2C
Creative Strategy
Brand Positioning
Campaign Strategy
Store Design
Content Marketing
Verbal Identity
New Product Development
Range Planning & Trends Analysis
Design Systems
Packaging Design
Brand Advertising
The business was entering a pivotal stage of growth. Moving from online disruptor to bricks-and-mortar retail demanded more than a design refresh – it required a creative strategy that could bridge brand, campaign and experience.

The challenge was to evolve LOAF’s identity and build the creative foundations for scale – creating a system that could grow the brand’s reach without losing the wit and warmth that made it loved in the first place.
My approach was to define a creative strategy to support LOAF’s next phase of growth – one that could drive brand consistency, deepen engagement and build long-term commercial value.

Partnering across brand, product and marketing, I aligned positioning, campaign direction, and content to create a joined-up customer experience across every channel – from retail and CRM to social and OOH.

I art directed seasonal campaigns and brand shoots, shaping the visual language and storytelling that brought the LOAF world to life across photography, film and print. From concepting the first store experience to expanding into new lifestyle product categories, I built a creative framework that gave the brand clarity, scalability and renewed cultural relevance – while keeping the tone distinctly, unmistakably Loaf.
My work helped shape LOAF’s transformation from a furniture-first retailer to lifestyle brand. I expanded the product range to support this shift, while a refreshed creative strategy unified retail, campaign and digital output under one clear identity.

I led the creative for eight store launches nationwide, including two that won national retail design awards. My first redesigned brochure drove a 60% year-on-year increase in sales, and during my time at LOAF, the business scaled from £30 million to £70 million turnover.

Out-of-home campaigns were reimagined to build brand awareness across the UK, while lifestyle content and CRM helped deepen engagement and drive loyalty, all without losing the brand’s irreverent charm.

Welcome to
our laid-back world

From loafing to living – warm, witty and unmistakably Loaf.

At the heart of Loaf was always a simple idea: to build a laid-back world people could feel at home in. So when the brand set its sights beyond furniture, the question became – what does that world look, feel, even smell like? I worked with the founder and buying team to create a product range that answered just that.

Everything was imagined through the lens of Loaf’s laid-back lifestyle: cosy blankets, nostalgic-smelling candles, your favourite mug for weekend hot chocolates, the perfect pair of stripy socks. Each piece was crafted to extend the feeling of Loaf – familiar, comforting, full of British charm – so customers could live inside the brand, not just decorate with it.