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.
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.
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.
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.
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.
We constructed the brand identity and guidelines, including logo, typography, tone of voice and photography style.
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.
The brand launched on the 27th March. Keep an eye out for upcoming work and updated results.