YARD
Services
Brand Refresh
Yard was already in plenty of homes. The problem was, hardly anyone knew.
Part of the Riva Home group, Yard had built a successful wholesale business through major UK retailers. But customers often bought a Yard product without necessarily recognising the brand behind it. At the same time, Yard was preparing to grow beyond the bedding it was best known for, into a broader home and lifestyle offer.
To support that ambition, it needed a more distinctive brand people could recognise, remember and seek out for themselves.
Not a new Yard. But a more ownable one.
Yard was already in plenty of homes. The problem was, hardly anyone knew.
Part of the Riva Home group, Yard had built a successful wholesale business through major UK retailers. But customers often bought a Yard product without necessarily recognising the brand behind it. At the same time, Yard was preparing to grow beyond the bedding it was best known for, into a broader home and lifestyle offer.
To support that ambition, it needed a more distinctive brand people could recognise, remember and seek out for themselves.
Not a new Yard. But a more ownable one.
Our brief
To evolve Yard from a successful product brand into a more recognisable home and lifestyle brand, capable of building a direct relationship with its customers.
The existing logo needed to remain, so the opportunity wasn’t to start again. It was to build a richer and more distinctive visual and verbal world around it.
At the heart of everything was one clear ambition: to make Yard synonymous with relaxed living.The identity needed to increase recognition, support Yard’s move into D2C and give the brand authority well beyond bedding.
Relaxed living
The strategy gave us a simple organising idea:
Relaxed living.
Built around slow living, accessible pricing and thoughtful curation, it gave Yard something bigger to own than a particular style or product category.
Because Yard isn’t about creating show homes.
It’s about creating homes that feel like somewhere you actually want to be. Thoughtful, comfortable and quietly considered.
That thinking led to a simple brand thought:
The world moves quickly. Your home doesn’t have to.
And a line capable of signing off the whole Yard experience:
This is relaxed living.
The strapline deliberately moves Yard from describing what it sells to defining the lifestyle it represents, helping the brand become a curator of calm rather than simply another homewares retailer.
A quieter voice
If Yard was going to own relaxed living visually, it needed to sound like it too.
We created a voice that is calm, assured and unfussy. Shorter sentences. Less embellishment. No hard sell and very little urgency.
When other brands shout, Yard speaks.
The result is a tone that feels warm and helpful without becoming overly familiar, and confident without trying too hard.
Designed to feel lived in
Relaxed living shouldn’t look overly styled.
We evolved Yard’s art direction to introduce more of the tiny signs that make a home feel genuinely lived in, creating warmth and personality without tipping into messiness.
People are suggested rather than posed. Angles feel natural rather than overly composed. Products sit within spaces rather than simply being displayed in them. The intention is to help customers imagine themselves in the room, rather than feel they are looking at a showroom. The guidelines deliberately distinguish this more natural, brand-led photography from the straight-on product imagery still needed for e-commerce.
Taking things slowly
We carried that same idea into motion.
Rather than adding movement for movement’s sake, Yard uses a subtle soft-focus blur and reveal, creating slower transitions that feel atmospheric and understated.
It gives the identity movement without noise and allows the behaviour of the brand to reinforce its positioning: calm, comfortable and never in a rush.
Bringing relaxed living online
The digital experience follows the same principle.
Generous space, gentle movement and layered editorial compositions bring together product, photography, colour, texture and materials without overwhelming the customer. The aim is to create something that feels calm and tactile while remaining simple to navigate and easy to shop.
Moodboard-inspired compositions allow products to be seen as part of a wider room and lifestyle, helping Yard move customers from purchasing individual items towards imagining a complete space.
A brand with room to grow
Yard now has an identity capable of stretching from bedding to the whole home, while retaining the warmth and familiarity already present in the brand.
A clearer idea.
A more recognisable visual world.
A more distinctive voice.
And a brand built to make a little more space for calm.
This is relaxed living.
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