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
LOAF, a fast-growing, much-loved homeware disruptor, was entering a pivotal moment of expansion. Moving from online-only to bricks-and-mortar retail, they needed to evolve across brand positioning, creative strategy, in-store experience, and content. The challenge? To scale confidently into lifestyle territory, without losing the wit, warmth, and originality that made LOAF stand out in the first place.
My approach began by aligning LOAF’s next chapter with a creative strategy rooted in brand clarity and commercial relevance. I worked across brand and business to sharpen the positioning and establish a creative direction that could scale, evolving LOAF from interiors disruptor to lifestyle player.

From concepting the original store experience to shaping new lifestyle categories including apparel and gifting, I embedded creative thinking into every touchpoint. I elevated the brand’s visual storytelling through campaign and OOH direction, unified messaging across retail and digital, and led art direction and photography to reflect LOAF’s evolved identity with consistency and charm.
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.