WELCOME HOME®

From a house of furniture to creators of personal homes with a soul.

Challenge

ILVA faced a fundamental brand and business challenge. An extensive brand experience audit revealed an overemphasis on discounts, lost storytelling, lack of emotional connection, inconsistent messaging, navigational complexity and a lack of inspirational content. The ambition was clear: move ILVA from an increasingly unfocused position towards mid-market leadership. 

The challenge was therefore bigger than creating a new identity. ILVA needed a new strategic foundation capable of increasing relevance and differentiation, strengthening the customer experience and creating renewed commercial momentum. 

Solution

Through a comprehensive brand experience audit and a collaborative strategy process, Hatch & Co developed a new strategic foundation for ILVA around a simple human truth: home is more than a place, it is a feeling. 

This led to a new purpose: To make people feel at home.

And a new brand direction: From a house of furniture to creators of personal homes with a soul. 

The strategy shifted ILVA beyond simply selling furniture towards helping people create personal homes that reflect who they are and how they want to live. A new brand foundation brought together inspiration, a smooth customer experience, excellence, boldness, personality, Nordic heritage, design and commerciality. 

The strategy was distilled into one simple brand promise:
WELCOME HOME®

Working with award-winning creative director and designer Muggie Ramadani, the strategic direction was translated into a new CVI and visual expression, creating a more distinctive, personal and contemporary ILVA across communications and customer touchpoints. The later CVI work explicitly integrates the new identity across the customer journey and commercial campaigns.

Activation
The new strategy came to life commercially through MORGENKLAR, a bed category activation developed by Hatch & Co together with Frank Studio and Bo Bomuld.

Instead of communicating a bed simply as a piece of furniture, MORGENKLAR focused on what a good night’s sleep gives you the next day: energy and the ability to wake up ready to be your best. The idea was captured in one simple line: A bed is just a bed. Until you wake up.

MORGENKLAR was activated across film, social, digital, influencers, retail, website and HomeLovers, connecting a commercial category campaign directly to the broader WELCOME HOME® brand platform. 

And the strategy translated into commercial impact:

INDEX 135
Bed Category Performance

MORGENKLAR helped ILVA win back the bed category, performing at index 135. 

WELCOME HOME® became more than a slogan. It connected strategy, identity, experience and commercial activation around one simple ambition: to make people feel at home.