A good fit for a new floor store

Carpetright asked us to create an identity for a prestigious new store in Tottenham Court Road. The aim was to attract a design-conscious demographic – and feel totally distinct from their main-estate brand.

To optimise the ‘showroom’ experience of the store, we delivered a creative strategy that leveraged expertise and quality. We came up with a bold, contemporary name and logo – ‘The Floor Room’ – and designed a premium look and feel.

In contrast to the more value-driven main-estate brand, our customer journey focussed on inspiration and style. The tone of voice was lifted with (often unexpected) sprinklings of wit.

This bold new approach meant that every element in the new store drove home the premium message, making every visit an engaging, memorable experience.

“The excitement the Whippet team showed towards the brief was infectious and from the start, I knew we were going to create something incredible. It is very rare that from concept through to execution, the designs stay true to their origin, but we were so impressed with their interpretation of the brief and their creative ideas, we were intent on ensuring that the final delivery was exactly what they had designed.”

Joanna Moralee

Head of Brand, Carpetright

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