Celebrating the under-appreciated room of the home, Private Room is a bold start-up set to challenge the conservative bathroom sector.

We partnered with the founders to translate their vision and continue to support them as their business evolves. Through their online magazine, Private Room takes readers into inspirational but real-world bathrooms and helps customers create unique designs with their recommendations and own product offer. We created a provocative name and a brave, self-assured identity to ensure stand-out within an often-underwhelming category.

Stylised photography captures life taking place in the frequently disregarded yet pivotal room in our homes. A mix of characterful fonts are conversational and editorial, revelling in a bygone world where tactility and emotional connection thrived. As they move into physical retail, we created a liquid retail kit concept that allows them to easily scale from pop-up to large instore concession.