Lovely Sofas: advert-body-2 by 10 Associates

Lovely Sofas, part of Saxon Furniture Group, is a family-owned, British company whose experts have been hand-crafting quality sofas for 30 years. Although it retains the heritage of its parent company, the Lovely Sofas brand had been in hibernation for some time.

In such a saturated and competitive landscape, the sofa manufacturer needed to establish itself and a rebrand was just the key to reposition them among hefty competition. Tasked with the creative rebrand, Yorkshire branding agency 10 Associates has developed a strategy to breathe new life into the brand, enabling it to truly live up to its name.

Insight from 10’s consumer research revealed that Lovely Sofas’ target market are curators in their own homes and enjoy seeking out objects and furnishings that represent their own unique style, taste and personality. The items they buy are more than a piece of furniture, they are an extension of themselves and, more specifically, a statement about how they wish the world to perceive them.

A large part of 10’s strategy focused on redefining what ‘Lovely’ means, bringing them to the conclusion that it means lots of different things to different people. This lead them to the key insight, ‘We Don't Define Lovely, You Do’, empowering customers to create their own ‘#LifeofLovely’. By doing so, Lovely Sofas would demonstrate that, as a brand, they understood that one size doesn’t fit all, celebrating and facilitating consumer individuality. Implementing the ‘Life of Lovely’ platform means the brand can now start a two-way conversation with customers, stretching way beyond sofas into other lifestyle aspects, all with an ownable and distinctive ‘Lovely’ personality.