Following a competitive pitch, ODD was appointed by new online sofa retailer Arlo&Jacob, to develop and launch the brand to the UK market place.

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Ambition

We were tasked with creating and launching a UK home furniture business, aimed at the discerning mid-market consumer. Arlo&Jacob’s ambition was to compete with the new breed of furniture e-tailers, as well as more established retail brands.

Our launch strategy had to capture the hearts, minds and wallets of the target audience, placing Arlo&Jacob firmly into the market place.

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The ODD Solution

We needed to create a brand proposition and identity that was both compelling and differentiating, in a market where everyone is saying the same thing.

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Key category data showed us that 72% of people claim their living room has replaced the kitchen as the heart of the home, with a third of people saying the sofa was their favourite item of furniture.

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From this we uncovered our key insight – a sofa is with you for life, during good times and bad, happy and sad. So our brand proposition was to make Arlo&Jacob the provider of the stage to capture all of life’s moments.

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We constructed the brand identity and guidelines, including logo, typography, tone of voice and photography style.

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We designed the Arlo&Jacob ecommerce website and launched the brand in March 2015 with an integrated campaign consisting of social media, press, film, digital advertising and sales collateral.

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Beautiful Effectiveness

The brand launched on the 27th March. Keep an eye out for upcoming work and updated results.