The White Company
Building the creative foundations of an iconic British brand.
SECTOR
E-Commerce
Retail
D2C
DELIVERABLES
Brand Positioning
Packaging
Brand Guidelines
Product Development
Marketing Content
Brochure
Digital
Art Direction
CHALLENGE
The White Company – a thoughtfully curated British brand entering a new phase of growth. The founder’s instinct was clear, the product beautifully considered, but the creative output lacked structure. Design was split between in-house and agencies, with no shared system or cohesive identity. Known for its simplicity, stillness and sensory elegance, the brand risked dilution. The challenge was to scale with intention, building the creative infrastructure needed for long-term growth without losing the quiet clarity that made The White Company special.
APPROACH
I led the creative design and brand work during this early growth phase – helping to translate the founder’s instinct into a scalable identity. We developed a visual language rooted in clarity, restraint, and modern British elegance. Every detail was driven by the sensory essence of the brand – the crispness of Egyptian cotton, the freshness of white linen, the quiet ease of five-star luxury. From packaging and print to in-store experience and campaign storytelling, everything was designed to feel elevated, tactile and calm – reflecting not just how the brand looked, but how it felt, how it was experienced and how it lived.
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.
Winter: The scent of the season.
Still their best-seller. Still the most iconic.
The scent of the season.
Still their best-seller.
Still the most iconic.
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.
