Urban Living

We also curated the design intent for their exhibits based on observations from international furniture fairs. This served as an important touchpoint for clients Urban Living exports to, located across 20+ countries.

Their revamped look helped them stand-out at the renowned Shanghai Furniture Fair. The team remarked that brand perceptions shifted considerably after the rebrand, as visitors would stop to notice the craftsmanship and elegance on display.

Even though Urban Living mainly produces sofas for large-format retailers, we dug deeper to understand how end-customers felt about furniture purchases. These insights proved indispensable in 2018, as they opened their first retail store in Mumbai, catering to discerning customers.

We developed design guidelines and campaigns to promote the Urban Living Retail Store. The social media ads targetted homeowners, to engage footfall and deepen traction.

Our latest endeavour has been to develop a line-up of brochures for each of their sofa collections. We designed distinct logos for each category — right from luxurious loungers to compact-sized sofas — that would all fall under the parent brand.

We applied a House of Brands approach for the brand architecture, as each of the collections appeal to varied audiences.

As Urban Living’s offerings continue to expand, we architected their website to showcase over 70 sofa models, chairs and loungers. We arranged the models by collection and undertook all the copywriting to maintain a consistent, approachable tone-of-voice.

The goal was to shift people’s perceptions about what Urban Living could bring to the room — and make sure it stands out from the crowd.

“Did we?” we asked Mustafa Merchant, Managing Partner at Urban Living.

“Yes, absolutely. Rehla Design went above and beyond to help us pivot into a world-class company.”