To position Life as a premium global brand for outdoor living, we developed a new brand identity aligned with that ambition.
Life Outdoor Living is not just an outdoor furniture retailer. For over 40 years, the dedicated team has been designing, manufacturing, selling, delivering, and installing high-quality garden furniture.
Initially, the manufacturer was known as ‘Buitenhof Garden Furniture’, but this changed to ‘Life Outdoor Living’ because the brand was aiming for international expansion. Additionally, the new name better positions the company as a premium outdoor furniture brand and attracts the right target audience looking for premium quality and a diverse style to implement into their outdoor life.
With the name change also came a rebranding. Life’s vision? A great outdoor life deserves equally great garden furniture. To highlight the quality of its personally designed and produced furniture, our first design driver was ‘premium quality’. This resulted in an elegant and modern logo, turning the green much darker to get a more classy feel while still appealing to a broad audience.
A second crucial design driver was ‘nature’. Inspired by nature, we banned all right angles and focused on soft, round shapes from the logo to the brand elements. We also use leaf-like shadows in our imagery to give the illusion you are surrounded by nature without actually seeing nature imagery. These shadows symbolise the inspiration Life offers its customers.
After carefully building all the assets for the rebranding, we provided a comprehensive toolkit to help their design team seamlessly apply the new identity across all channels and stores. The toolkit includes a clear brand guide, multiple templates, a shopfront approach, an extended iconography system and library, a promotional canvas and tone of voice guidelines.
Building a credible sustainability
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