In 2018 Loof made the choice to refocus on what they do best, creating beautiful wooden beds. This is when Loof approached me to help create new visual content for the renewed website and other marketing purposes. We started creating two photo series; one showing the products in an atmospherically setting and one showing the accessories in a studio setting. Next to creating visual content I proposed a range of colours that support the Loof identity. Together we critically looked at Loof labels, packaging and print and updated this where possible by choosing materials and design that support the Loof atmosphere. Together we will keep working on the redesign of the Loof identity and new visual content.