Going up!

Lovesac

various locations around the US

Lovesac has always had the components of a great brand—wit, enthusiasm, a great product, and a loyal customer base—but the expression of that brand had a dated feel that only spoke to a small subset of their potential customers. Together with the Lovesac team, Pompei C3 has created a new and inspiring brand experience that supports the varying lifestyles and aspirations of the diverse Lovesac customer.

The new Lovesac retail experience is designed to embody all the core characteristics of the brand and its products—practical, creative, elegant, and playful. The store’s front window creates intrigue by using the logo as a focused portal, partially obscuring the view into the store. Inside, the store’s layout is centered around a consultation hub, a comfortable work area where the Lovesac experts can help customers design their own custom Sactionals furniture. Throughout the store, wall displays showcase the fabric offerings, as well as a comumnity wall where photos and messages from Lovesac’s diehard fanbase about their love of the brand’s products mingle with Lovesac’s own playful campaign photography.

The concept for the new brand presentation and logo is based on one of Lovesac’s mantras: “Life changes. So should your furniture.” Pompei C3 created a logo that can constantly change as well. It’s based on a core, simple wordmark with an underline in white, which is set inside a black icon. The icon itself can be anything—giving the company the ability to show different aspects of their brand in their logo. This icon system is combined with considered typography—sometimes minimalist and clean, at other times maximalist and bold—to express the company’s unique personality.

Without abandoning Lovesac’s personality or alienating their existing customer community, Pompei C3 has repositioned the brand to broaden their appeal and connect with those who previously didn’t take them seriously.

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