Challenge

After years of success as a B2B supplier of high-end home goods, D.V. Kap came to Red Antler with a new vision—a D2C venture specializing in premium throw pillows. They tasked us with creating a brand look and feel and launch campaign that brought to life the inherent delight that was lacking in the category.

Insight

Zhuzhing your space is joyful. It’s more fun to buy from a brand that’s a step away from reality, allowing you to dream big when it comes to where you live.

Idea

We created a fantastical brand world celebrating the joy of and finding your style. Our goal was to set Floof apart by underscoring the craftsmanship and expertise behind each pillow, zipper, and fabric choice—all with a touch of whimsy. We designed a tactile digital experience showcasing Floof’s quality at every click. The brand comes to life through magical, immersive art direction that’s so splendid you’d never guess it was shot in the Red Antler office. The name Floof is a playful homage to comfort, softness, and finishing touches. For the brand’s symbol, we created a poodle icon as chic, huggable, and sculptural as the pillows themselves.