Fluff is a high-end designer throw pillow brand offering unique fabrics, handmade quality and luxurious pillow fills. Their key demographic is the DIY home designer with sophisticated taste and a passion for pulling rooms together through textiles.
Fluff was breaking out from a larger interior design brand with their first foray into a direct-to-consumer space. We needed to give them a strong foothold: they needed a look, feel, and voice to define their branding for years to come.
After seeing the work DVI produced for companies like Calphalon, Hansgrohe, and Home Depot, I was confident they could help us launch our brand—and after the first meeting with the team, I was even more inspired by their abilities. They came back to us with several creative approaches, all of them so fabulous that we had a hard time choosing.
Pillows made for sharing
Through audience research, we realized that Fluff customers were social butterflies and consummate hosts. We used this insight to develop a style that emphasized parties and gatherings around the centerpiece of a well-decorated home.
The tone of the party
We developed a brand voice the was sassy, fun, and conversational. Fluff had to sound like the customer’s chic best friend, ready to recommend the best interior design looks of the day.
One technique I used was a hand stroke style brush for all of the illustrations. Since one of Fluff pillows’ most unique attributes is being hand-designed by professionals, I wanted that feeling to translate even through the illustrations. By using a hand stroke style brush, I gave viewers something you might see in an artist's sketchbook.
Handmade and stitched with love
Alongside the social aspects of the photography, we used tight closeups, cropped images, and a hand-sketched illustration style to keep the high quality of the pillows in focus, always letting the fabrics shine.
At heart, I'm an interior designer, and I often work with other designers all around the world. So I do understand the intricacies of the creative process. DVI's process is nothing short of perfection—the best balance between collaboration and direction. They opened my eyes to what was possible, and I couldn't be happier.