WHO?

Gorgeous homeware and lifestyle brand who make, quite frankly, the finest sofas known to mankind. Founded by British entrepreneur Charlie Marshall, Loaf has developed from Notting Hill yummy mummy favourite to the go-to furniture choice of hip young things who prize quality over cheap seats. A chirpy, sweet, upbeat tone of voice that dips generously into Britishisms and colloquialisms. I believe they invented the term “schnuggly” as well.

WHAT?

EVERYTHING. Brochure copy, outdoor press ads, web copy, product descriptions (and naming), packaging and social media consultation. The stand-out project for me was the ‘Make Loaf Not War’ outdoor and press campaign which the Londoners among you will have seen cropping up on train and tube stations all over town.