Lovely Sofas is a family owned British company that has been expertly hand-crafting quality sofas for 30 years. All sofas are handmade in the UK (mainly Lancashire) by their experienced team of time-served upholsterers, seamstresses and fabric cutters.

The Lovely Sofas brand had been in hibernation for some time and we, at 10, were tasked with breathing new life into it, making it truly live up to its name.

We started by listening. We learnt that our target market are curators in their own homes and liked being able to create looks out of an eclectic mix of old and new, things that mattered to them.

Lovely means lots of different things to different people. This lead us to the key insight ‘we don’t define lovely, you do’ we wanted customers to feel empowered to create their own ‘life of lovely’. The life of lovely platform meant that the team could start a two-way conversation with customers, and would stretch way beyond sofas into lifestyle aspects too. All with an ownable and distinctive ‘Lovely’ personality. Whether it’s a snuggly, hot cup of soup kind of lovely. Or a friends, cocktails and gossip kind of lovely. Whatever gives you the warm fuzzies.

We reflected this in the visual style of the brand, developed with the knowledge that our audience like to express their uniqueness, and gravitate to brands who enable them to demonstrate this. So, with a focus on intriguing details that would resonate, we created a strong and distinctive style that would really stand out.

Check it out, what does your #lifeoflovely look like?