Challenge

Make Sofology stand out and stand for something in a sofa retail park of cosy sameness. They already had gorgeous, well-crafted, beautifully designed sofas. They had a team who were just as quietly carefully discerning as the audience we needed to target. We just needed a rallying point that joined all these things up.

Fussy, it turns out is the strongest F word we needed. Generally seen as a bit of a negative. But for our audience and the Sofology brand it’s about high standards, knowing exactly what you want and not settling for anything less. By uncovering this simple human truth about our core customers, we translated this mindset into a strong, distinctive, witty creative idea that gave the brand stand out.