The Problem:

From B2B to B2C
Differentiation in a crowded space

When it comes to home furnishing, gone are the days of strolling through massive department stores testing out the springs in every cushion. Gone are the long waiting periods that made us eat breakfast on milk crates for more mornings than we would’ve liked. Now, buying furniture is as easy as 1-2-Prime. Furniture brands catering to younger populations on the move have made customization and speed the new norm.

When they came to us, CABA Design had already been contributing to this furniture ecommerce evolution behind the scenes. As designers and producers of contemporary furniture, they’d been selling through online stores like Wayfair and Amazon. Their designs were refreshing, modern, and streamlined to fit the lifestyle of the style-savvy consumer. They soon decided to take their product straight to consumers, which would mean an entire new B2C brand — and of course, a name for it.

After doing some naming exercises internally, the CABA team had hit a wall. They’d exhausted all of the “___ Home” names and had resorted to flipping through the dictionary for short, ownable words. At that stage in the process, having a simple .com was important to them so they’d eliminated a slew of names whose .coms were already taken. In an effort to find a name that would meet their requirements but also set them apart from the rest, they reached out to us.

The Fix:

Explore the unexpected
Keep it close to home

We worked with CABA to identify the key features of their new brand, which would offer vibrant modern designs, easy customization, and quick turnaround times. The beauty of their model was the way in which it acknowledged that people are fickle beings — we have unique tastes, we test things out, we put our stamp on our spaces, we change our tastes, we move. How we choose to furnish our rooms, apartments, or homes is usually a pretty good reflection of who we are at that moment — and this brand was offering diversity to match that reality.

Their sea of design choices — from 400+ fabric swatches to customized pillow stitching — was unmatched in its navigability and would make consumers feel like they could create anything. For us, this meant that possibilities for the name were also endless. We could think outside the shipping box.

Due to a fairly crowded marketplace, we wanted to play around with unexpected names that would spark some curiosity. Furniture brand names have historically sounded like the very items their customers were throwing out — stale, musty relics. So we wanted to be sure that this name matched the brand’s contemporary voice and felt unmistakably original.

Inside Weather struck the right chord. It offers an entirely new way of talking about furniture. It situates the brand in the home space without screaming “home”, so it’s differentiated in a way that still feels within reach. Because Inside Weather presents two ideas that are at odds, there’s an intriguing tension there — encouraging consumers to interpret and adopt a new phrase.

This name also touches on the idea of atmosphere — something that’s often created through design. Inside Weather wants to help you create the atmosphere that best suits you and your space, and they’ll be there when the winds change.


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