Beautiful Living

The Challenge

daals had a broad product catalogue and a strong commercial proposition. We needed to create a more recognisable point of view around what the brand believed made a good home. The opportunity was to move beyond communicating individual products and create an idea that could connect rooms, categories and customer touchpoints.

The idea

Beautiful Living began with a simple thought: good homes come from good decisions. The campaign positioned daals as a guide in those decisions. We could help customers think about proportion, material, function, comfort and how they wanted a room to feel. Furniture remained at the centre, but each product became part of a wider idea about living well at home.

Building the world

The creative direction focused on homes that felt lived in. Product remained the hero. Human presence, natural light, objects, texture and the traces of everyday life gave it context. Rather than creating perfect rooms to observe, we wanted to create rooms customers could imagine themselves living in. This gave Beautiful Living a visual language that could move across photography, film, social, paid media, CRM and Ecommerce.

Building the campaign system
Beautiful Living was developed as a customer journey rather than a collection of campaign assets.

TOFU created desire.
We introduced the room, the atmosphere and the possibility of living differently within it.

MOFU introduced Taste Leadership.
We moved from inspiration into useful guidance around scale, material, function, comfort and room planning. The customer received enough of an answer to make progress, with the deeper consideration continuing through the next interaction.

BOFU became quieter.
Once someone had developed product intent, they needed proof. Dimensions, materials, functionality, reviews, availability and delivery became more important than additional campaign language.

The campaign therefore had a clear progression:
Inspire → Guide → Reassure → Choose

From campaign to operating principle

The most important development came after the campaign itself. Beautiful Living began influencing how we organised the wider customer experience. Instead of treating the catalogue as hundreds of individual products, we began thinking about the decisions customers were trying to make.

What should anchor the room?
How much space do I have?
What needs storing?
How should the room feel?
Which material works here?
What should I choose next?

This thinking developed into Taste Leadership and eventually a wider approach to designing the customer journey around rooms and decisions.
Beautiful Living became more than a campaign territory. It became the starting point for a system that connected Brand, Creative, CRM, Paid and Ecommerce around the same customer idea.