Derek&Eric creates refined brand identity for Furl, shifting from function to emotional design
By
Abbey Bamford
A good honest bake. Not flashy, but you'll finish the whole bagel.
Summary
Derek&Eric has created a new brand identity for British furniture maker Furl, shifting the focus from purely functional, engineering-driven messaging to an emotionally resonant approach centered on clarity, calm, and the psychological benefits of well-designed furniture. The new identity includes a logomark symbolizing furniture pieces slotting together perfectly, and aims to communicate the headspace and peace of mind that Furl's high-end storage beds, sofa beds, and space-saving designs give back to users.
Key quotes
· 3 pulledFurl has built its reputation on furniture that works hard behind the scenes, but its new approach focuses not just on the quality engineering behind the products, but on the headspace it gives back to the end user.
The British company is best known for its high-end storage beds, sofa beds and space-saving designs, all made with meticulous care in the UK.
For years, its communication focused heavily on practicality and performance, but as buyers...
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