Founded by Annabel Samengo Johnson, House of Mabel is a British soft furnishings studio creating bespoke curtains, blinds and cushions for thoughtfully designed homes across Oxford, London and the Cotswolds.

Established as a name that could grow beyond the founder herself, House of Mabel was chosen to future-proof the brand allowing it to evolve organically into a wider interiors business while retaining a strong sense of identity.

The name “Mabel,” chosen for its old-fashioned warmth and charm, reflects the studio’s ethos: timeless, characterful and made to last.

House of Mabel approached none other to create a brand for a new soft furnishings studio based between Oxford, London and the Cotswolds. The brief was to develop a timeless name, positioning and visual identity that could grow beyond the founder, alongside a full website and supporting brand assets to ensure a cohesive, professional and future-proof launch.

• Naming & Brand Positioning | Developed the name House of Mabel and defined its strategic positioning, creating a timeless, scalable brand platform to grow beyond the founder and support future creative expansion.

• Full Brand Identity Design | Created a complete visual identity including logo suite, colour palette and typography system, establishing a cohesive, recognisable and enduring brand aesthetic aligned with the studio’s craftsmanship and heritage values.

• Website Design & Creative Direction — Designed the full website, shaping the user experience, visual language and structure to reflect the brand’s premium positioning and attract soft furnishings and interior design clients across Oxford, London and the Cotswolds.

• Brand Consultancy & Start-Up Support — Provided ongoing brand consultancy, developing professional templates, documents and brand assets to ensure consistency across all communications and to equip the business with the tools needed to launch and grow with confidence.