Husala Studio – Soft Furnishing Branding

Location: Leicester, UK.
Client Type: Soft furnishing studio
Project Type: Brand Development
Learn more: instagram.com/husala_homeware

The Challenge: Husala is a soft furnishing and interior design studio based in Leicester, UK. They specialize in made-to-measure curtains, reupholstery, and other custom soft furnishings, everything crafted in-house using sustainably sourced materials.

When they reached out, they didn’t have an existing brand identity. No logo, no font system, no defined colors, just a clear vision. They wanted the brand to feel soft, natural, and refined, with a focus on showing their own work across Instagram and their upcoming website.

Their main challenge? They needed a brand system that reflected the quiet elegance of their products without looking too commercial or trend-led. The founder wanted to keep everything clean and intentional. No harsh lines or overly bold choices, just subtle shapes, soft typography, and a muted palette that echoed the fabrics they worked with.

They were also open to ideas. There was no strict direction, just a general preference for neutrals, sage green, creams, and soft forms (think circles over sharp corners). They knew how they wanted the brand to feel, but they needed someone to translate that into a full visual identity.

That’s where I came in: to create a complete branding pack, logo, typography, color palette, and overall art direction, that could grow with the business and give Husala a distinct presence online and offline.

The Approach: We kicked things off with a 4-hour brand discovery workshop. We explored Husala’s goals, the soft furnishing industry, their ideal customer, and who they were competing with. That session gave us clarity on what the brand stands for and how we wanted it to show up in the market.

After the session, I dug deeper… researching trends, tone, and gaps in the industry. I wanted to see where Husala could stand out. That research laid the foundation for everything that followed.

Brand Strategy: We focused on building a calm, confident lifestyle brand. Husala isn’t just about curtains or cushions. It’s about the feeling of home. We positioned the brand as intentional, made-to-order, and proudly sustainable.

Their audience values quality, subtlety, and detail. So the strategy centered around owning a quiet, understated space in the market, where craftsmanship and curation matter more than mass appeal.

We defined key traits: warm, soft-spoken, and elevated.

This direction guided the visuals, the tone of voice, and how the brand should communicate across every touchpoint.

Brand Identity Design: The visual identity reflects Husala’s soft and refined approach. The logo is a lockup: a custom icon paired with a gentle wordmark. Both elements have soft, organic curves, echoing the flowing shapes of fabric and the brand’s tactile nature.

For the color palette, we chose muted tones, neutral creams, warm beige, and sage green. These shades feel earthy, clean, and aligned with the sustainable materials they use.

Typography was chosen to feel modern but calm. Nothing sharp. No loud statements. Just well-balanced, elegant type that supports the brand’s quiet confidence.

The full branding pack included: