Home Comforts
From Showroom to Living Room
Home Comforts was never just a booklet; it was a way to bring HSL closer to its customers. The aim was to create an editorial experience that encouraged readers to pause, enjoy, and engage with the content. Pre-lockdown, the idea emerged for a publication that shifted the focus from transactional messaging to wellbeing, heritage, and lifestyle. Every page was designed to invite curiosity and comfort rather than a purchase.
Connecting with Customers at Heart
This series was designed for people, not metrics. Collaborating with internal teams from the business owner to interiors experts, every page was crafted to feel welcoming and thoughtful. Simple touches like a Yorkshire Tea bag glued inside the cover allowed readers to enjoy a cup of tea while reading, turning a booklet into a shared moment. The series fostered warmth, trust, and an emotional connection with HSL’s audience.
Editorial Architecture
Templates were never an option. The series relied on a refined typographic hierarchy: Big Caslon headers nod to British heritage while Brandon Grotesque ensures modern readability. Photography of fabrics, furniture, and interiors was given space to breathe. Layouts were carefully designed to balance aesthetic appeal with ease of reading, turning every page into an experience rather than a message.
A Living Series
What began as a single booklet evolved into five editions, including Christmas and Queen’s Jubilee specials with gold embossed covers. Each edition embraced a seasonal theme, from spring blues to festive winter tones. The design scaled across multiple touchpoints, from print to social media and in-store guides, creating a consistent, recognisable experience for customers.
Thoughtful Details Matter
Every element was intentional. Interactive features, puzzles, and lifestyle content were designed to delight and engage. Even complex guidance on ergonomics was presented in an accessible, readable way. These small, thoughtful touches ensured the series felt human and memorable, reinforcing HSL’s care for its customers.
Engagement in Action
The series came alive when customers interacted. Submissions of family recipes, festive table settings, and lifestyle ideas were encouraged and integrated back into the wider customer experience. Home Comforts became a platform for shared experiences and ongoing engagement.
Moments That Last
Home Comforts demonstrates the power of thoughtful editorial design to create connection, enjoyment, and trust. By focusing on clarity, empathy, and human moments, the series offered customers something to read, experience, and remember.
Measured Design.
Real Warmth.
This project wasn't about decoration; it was about designing an experience that felt as comforting as the furniture itself. From the tactile paper choices to the inclusion of the Yorkshire tea bag, every decision was weighed against the values of the audience.
Let's build something together.
We love turning ideas into something real. Whatever you’re imagining, we’re here to help it take shape. With purpose, creativity, and a little bit of boldness.
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