THE FLOOR ROOM BY CARPETRIGHT

Working with Whippet

I worked on the brand identity and store concept for Carpetright’s The Floor Room - a brand new store concept on Tottenham Court Road, more inspirational than its main estate stores, and aimed squarely at the affluent, urban dweller with a keen eye for design. The brief was simple: prompt brand appraisal and make someone say “I can’t believe it’s Carpetright!”.

This was a full brand creation project, which, for my part involved establishing the creative platform (Inspire/Trust/Enjoy), naming (and association to the masterbrand), tone of voice creation, rationalising the in-store messaging framework and copywriting of comms.