House of Mabel is an independent interiors studio specialising in bespoke soft furnishings for homes and hospitality. Built from the ground up, the project combined founder consultancy, brand strategy, identity design and customer experience to create a business positioned for long-term growth rather than simply launch day.

Annabel was embarking on a new chapter, turning years of creativity and craftsmanship into a business of her own. The opportunity wasn’t simply to create a logo or launch a soft furnishings company, but to build a brand capable of growing alongside her ambitions.

Rather than centering the business around its founder or limiting it to curtains and blinds, we explored a broader proposition. House of Mabel became a name that felt established from the outset, creating space for the business to evolve into upholstery, interiors and other complementary services over time.

That same thinking shaped the visual identity. Inspired by traditional block printing and the quiet imperfections of handmade craft, the brand embraces an analogue aesthetic that feels timeless rather than trend-led. Every element was designed to feel considered, tactile and enduring, reflecting both the quality of the work and the character of the maker behind it.

The thinking extended well beyond the identity. Every customer touchpoint was considered, from the website and tone of voice to consultation documents, Statements of Work and invoices. The aim was to make commissioning bespoke soft furnishings feel clear, considered and approachable for the customer, while quietly reinforcing the quality and care behind the service.

House of Mabel launched with a complete brand system designed to support both the business and the customer experience around it.

The project included founder consultancy, brand strategy, positioning, naming, identity design, typography, tone of voice, website design, print collateral, customer documentation, social templates and launch support.

More importantly, it established a brand with the flexibility to grow. One built around craftsmanship, timeless design and genuine attention to detail, while giving the business the foundations to evolve with confidence. Early feedback has reinforced the strategic direction, helping House of Mabel begin building relationships with premium fabric houses while presenting a business that feels established, considered and ready for its next chapter.

Capabilities

Founder Consultancy • Brand Strategy • Positioning • Naming • Brand Identity • Typography • Tone of Voice • Website Design • Customer Experience • Print Collateral • Social Templates • Brand Rollout

Photography

Credit: House of Mabel Interiors Ltd.