Sofab

Sofab emerged from Standard Furniture's vision to create a furniture brand purpose-built for today's eCommerce landscape and evolving lifestyle needs. This innovative venture was designed to bridge the gap between traditional furniture retail and the demands of digital-first customers and online retailers.

The challenge was clear: modern consumers needed furniture solutions that matched their fast-paced, space-conscious lifestyles. Sofab's response was revolutionary—compact, thoughtfully designed pieces engineered for effortless assembly and optimized for efficient shipping through an innovative one-box packaging system.

This approach perfectly aligned with the realities of urban living, small spaces, and apartment-style homes where every square foot matters and convenience is paramount.

Partnering with creative agency RevPop, I contributed to developing Sofab's comprehensive brand identity, strategic messaging, and launch components that would position this new venture for success in the competitive furniture eCommerce space. Together, we crafted a brand story that resonated with modern consumers while establishing Sofab as an innovative force in furniture design and delivery.