Loaf
Socks. Sofa. Snooze.
From homewares to lifestyle brand.
SECTOR
E-Commerce
D2C
Retail
DELIVERABLES
Creative Strategy
Brand Positioning
Campaign Strategy
Store Design
CRM & Social Content
Brand Voice
Product Development
Advertising
CHALLENGE
LOAF—a fast-growing, much-loved homeware disruptor—was entering a new phase of growth. As the business expanded from online into physical retail, it needed to evolve across positioning, in-store experience, storytelling, and creative output. The challenge was to grow into a lifestyle brand without losing the laid-back tone, wit, and design DNA that defined its unique place in the market.
APPROACH
I shaped creative strategy across brand positioning, store design, marketing, product and content—supporting LOAF’s shift from interiors disruptor to lifestyle brand. Developed the creative direction to support new lifestyle categories, including apparel, gifting, and accessories. Elevated all out-of-home advertising campaigns to reflect the brand’s evolved positioning and tone. Directed photography and art direction to unify messaging across retail, campaign, and digital platforms.
SUCCESS
The creative strategy supported LOAF’s evolution from furniture-first disruptor to lifestyle brand—uniting retail, campaign, and digital under a cohesive identity. Eight stores launched nationwide, paired with playful content and welcoming in-store moments. An OOH and digital campaign refresh helped strengthen brand awareness, while seasonal brochures and CRM content increased engagement. The work won two design awards and helped drive traffic, build customer loyalty, and elevate brand perception—while preserving its laid-back personality.
Welcome to our laid-back world
From loafing to living – warm, witty and unmistakably Loaf.
As Loaf expanded into lifestyle, the challenge was to stretch the brand into new categories — from slippers to gifting — without losing its laid-back spirit. By working closely with the founder and buying team, I was able to set out a clear product strategy that ensured every item felt like a natural extension of the brand. The result was a product range, designed around real lives — and the best kind of duvet days.
