Brand campaign for Home Company and its 38 furniture stores
At home, with friends
At home, with friends
01 Context
"One size fits all" doesn't work when 38 furniture stores share a brand. Home Company, the entrepreneur brand of the Europa Möbel-Verbund, gathers independent, mostly family-run furnishing houses, each with its own history, own range, own customers. That's the tension: the umbrella needs a shared face, so it stays visible against the large competitors. The individual houses need room for their regional handwriting. For the 2025 advertising year we were asked to bring both together. A campaign that speaks as one brand, and still works 38 times locally.
02 Method
Furniture communication without tea lights and hot dogs. Does that work? It does, as soon as you put forward what connects the houses besides the furniture: the claim to treat customers like friends. The line "Find your perfect home, with friends" makes that the idea, and joins a call to action, a promise and a service in one sentence. The actual job we solved in the system: the iconic rectangle from the brand logo becomes the visual anchor across every channel, and under it sits a modular kit. Wording blocks, claims for different audiences, badges you can individualise, picture motifs you can combine. Not a rigid construct for 38 houses, but a toolbox each house builds its own identity from. The same principle runs to the point of sale: an icon world that carries the brand from the poster through to the toilets.
03 Result
Over 150 campaign motifs in four formats went out in 2025, across print, poster, radio, social, web banners, animated stelae and a through POS concept. Home Company becomes visible as an umbrella, without covering the identity of the individual houses. For the group, one identity across every channel. For the 38 houses, a kit they can actually use: instead of finished prescriptions they get assets with which they tell regional strength, service and range under a shared promise. Together with our friends at Zum Kuckuck we developed brand strategy, campaign concept, visual identity and a POS system.
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01 Context
"One size fits all" doesn't work when 38 furniture stores share a brand. Home Company, the entrepreneur brand of the Europa Möbel-Verbund, gathers independent, mostly family-run furnishing houses, each with its own history, own range, own customers. That's the tension: the umbrella needs a shared face, so it stays visible against the large competitors. The individual houses need room for their regional handwriting. For the 2025 advertising year we were asked to bring both together. A campaign that speaks as one brand, and still works 38 times locally.
02 Method
Furniture communication without tea lights and hot dogs. Does that work? It does, as soon as you put forward what connects the houses besides the furniture: the claim to treat customers like friends. The line "Find your perfect home, with friends" makes that the idea, and joins a call to action, a promise and a service in one sentence. The actual job we solved in the system: the iconic rectangle from the brand logo becomes the visual anchor across every channel, and under it sits a modular kit. Wording blocks, claims for different audiences, badges you can individualise, picture motifs you can combine. Not a rigid construct for 38 houses, but a toolbox each house builds its own identity from. The same principle runs to the point of sale: an icon world that carries the brand from the poster through to the toilets.
03 Result
Over 150 campaign motifs in four formats went out in 2025, across print, poster, radio, social, web banners, animated stelae and a through POS concept. Home Company becomes visible as an umbrella, without covering the identity of the individual houses. For the group, one identity across every channel. For the 38 houses, a kit they can actually use: instead of finished prescriptions they get assets with which they tell regional strength, service and range under a shared promise. Together with our friends at Zum Kuckuck we developed brand strategy, campaign concept, visual identity and a POS system.
Book a call
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Let's find out if we're a fit.
Let’s get to know each other and see whether we’re the right fit for your project. From there, we can shape a solution around what you actually need.
Friday, August 28, 2026
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Let's find out if we're a fit.
Let’s get to know each other and see whether we’re the right fit for your project. From there, we can shape a solution around what you actually need.
Friday, August 28, 2026
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