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Four Leaves

Changing the perception of the ordinary in a market that forces binary choices.

Key Deliverables

Brand Positioning Framework
Brand Personality
Verbal Identity
Visual Identity
Packaging

A green, spherical cushion with orange seams floats against a gray background, featuring the text "To expand the space of personal expression."

Challenge & Task

The lifestyle brand Four Leaves, primarily known for their bed linens, faced a marketplace dominated by singularity, where customers were forced to choose either crisp, soft, or smooth options.

The company needed to differentiate itself in a category that offered limited self-expression, while addressing a cultural tension where people claim to be adventurous but struggle to trust their intuition when it comes to going against conventional choices.

Man in denim jacket and green hat sits on a stool in a rustic room. "FOUR LEAVES" text appears in multiple colors on the left.

Change the perception of the ordinary.

Brand Mission

A webpage showcasing categories: Bed with pink sheets, Bath with yellow towels, and Living with chess sets and candles.

Strategic Solution

We built Four Leaves' positioning on the insight that true expressions are found in combinations and contrasts, not singular choices. We developed "Changing the perception of the ordinary" - establishing them as the brand that creates intentional contrast to reveal new possibilities in everyday home essentials.

The positioning acknowledges that seeking the new means trusting your intuition and even going against the grain.

A billboard with "Four Leaves" on a pink pillow image and "Home Essentials with Intent" on a green background.

Result

Four Leaves now stands apart from category conventions focused on singular attributes. The "changing perception of the ordinary" framework drives product development and brand expression, ensuring the brand delivers meaningful contrast rather than contrast for its own sake.

Home essentials become tools for personal expression and exploration.