Context & Brief

Juntoo came to WeWantMore to move beyond retail and be recognised as a true product brand, shifting from “a sofa bought at Juntoo” to “a Juntoo sofa.”

While accessibility had always been part of Juntoo’s strength, its retail identity no longer reflected the product brand it had become, one rooted in timeless design and a strong vision for quality. The challenge was to evolve perception without losing the familiarity and accessibility people already valued.

At its core lay an underleveraged strength: its Belgian identity. Positioned between northern and southern Europe, it brings together contrasting influences.

This tension revealed an opportunity to define a more distinctive and compelling point of view.

WeWantMore translated this into a cohesive brand system across product, communication, and space.

Balancing Perception and Potential 

To unlock this shift, several challenges needed to be addressed.

The brand needed to premiumise without losing accessibility, while standing out in a category driven by similar visual codes. Making its Belgian perspective tangible, without clichés, became central.

At the same time, Juntoo had to move from functionality to aspiration, shifting from selling products to guiding personal expression.

Finally, the system had to work seamlessly across all touchpoints, balancing consistency with flexibility.

Elevated Belgian Design

WeWantMore repositioned Juntoo around Elevated Belgian Design, establishing a clear point of view rooted in contrast and balance.

This idea drives the entire identity. A visual system merges minimalism with warmth through clean structures, richer textures, warm neutrals, and earthy tones. From Mediterranean warmth to Scandinavian restraint, different worlds come together into one system.

A confident design language across typography and imagery highlights materiality and craftsmanship, while lifestyle imagery captures honest moments grounded in real living, making the everyday feel more considered and desirable.

“This is the next logical step in our evolution. We don’t just want to create beautiful furniture; we want to communicate a clear vision of contemporary living. A vision rooted in Belgian design and ready to continue growing.”

- Laurent Poulet, CEO of Juntoo

Designing a Cohesive Brand World

This principle extends into how the brand is experienced.

Communication shifts from selection to exploration, guiding customers through more considered, curated experiences that make choosing feel intuitive rather than overwhelming. In collaboration with Lucy, this thinking was brought to market through an integrated campaign.

Across retail and digital, we created a cohesive experience, from signage and wayfinding to a more editorial digital presence, turning Juntoo into a place that invites discovery and rewards exploration.

Juntoo evolves from a place you buy furniture into a brand defined by its own products and perspective, where a Juntoo piece feels considered, expressive, and distinctly its own.