Cult Furniture

“A person or thing that is popular or fashionable among a particular group or section of society.” — “the series has become a bit of a cult in the UK”.
synonyms: craze, fashion, fad, vogue

The reduction of the name ‘Cultfurniture’ to simply ‘Cult’ took place as a way to create a shorter brand, something more coherent with the values the company carries at its core: a modern, dynamic, young brand that isn't just about selling furniture, but one specialised in stylish, design-led home decor. Beyond the reduction in name, the goal was to be instantly recognised by its own consumers.

For many years, the colour green was the official colour of the Cult Furniture e-commerce platform. But the difficulty in applying the colour, combined with changes in brand concept, constant problems of application in digital media and especially packaging, and the absence of a visual identity manual, caused a serious problem of inconsistency, visual unity and brand fragility.

The lack of visual consistency was compounded by the communication channels working the brand independently: not only with different visuals, but with entirely different tones of voice. This generated confusion among customers navigating between the company's different omni-channels.

Newsletters, a very important tool for the company with a high impact on sales numbers, lacked visual consistency with the brand, tone of voice and layout, totally disconnected from any cohesive brand idea. Through analytics, we proved low performance in open rates: the poor user experience and unattractive look gave users no compelling reason to open and click.

After research with heatmapping, we discovered that more than 60% of navigation happened below the fold, between the main banner and the recommendations carousel. This revealed the need to better explore this region of the site, increasing engagement for other navigation sections and promoting hero products through three new banners below the main banner, as well as using them for smaller promotional campaigns.

Thinking about improving the experience for users who relied on the navigation bar and search, we set out to create a card-based navigation system with the main, most-accessible categories, updated with fresh content regularly, encouraging customers to scroll down to see what's new on the homepage.

Finally, we added a social gallery to the homepage, connecting Instagram with the site for the first time, and reduced the number of categories in the main carousel to keep only the options with the greatest impact and interaction.

Poppins comes in many weights. We use it to convey strength and style while improving the readability of information, reducing the risk of misunderstanding the content. Headlines are set in Poppins Semi-Bold or Bold; body copy uses Regular or Semi-Bold to create sub-headers for visual hierarchy.

Typography is used to establish visual hierarchy: BOLD styles for titles and REGULAR for body copy and CTAs. Most furniture companies aren't in a beauty competition — they focus on user experience, letting users get to the information they need as quickly as possible and guiding them to checkout. The brand's objective is never to confuse customers or hinder their journey; the buying experience should be as seamless as possible.

Through the results collected by the e-commerce department in A/B tests, heatmaps, competitor analysis and analytics, we structured a new homepage with product recommendations below the fold, plus three new promotional banners boosting hero products and small campaigns.

The redesign moved from low-fidelity wireframes to high-fidelity prototypes tested with real users, iterating on heatmap data and A/B test results from the e-commerce team. Every decision was anchored in performance data rather than aesthetic preference alone.

The redesigned homepage introduced three promotional banners below the main hero banner, directly addressing the under-exploited below-the-fold zone. A new card-based navigation system replaced the traditional bar for category browsing, updated dynamically and encouraging scroll-based discovery.

A social gallery was added to connect Instagram content directly with the homepage, creating a live editorial feel. Newsletter templates were rebuilt from scratch with consistent layout, Cult's new tone of voice, and clear visual hierarchy.

The brand refresh extended across homepage, mobile, social media and newsletters, creating a unified brand experience for the first time. The result: instantly recognisable to Cult's customers wherever they encountered the brand.