Pepperfry has refreshed its brand identity as it broadens its positioning from a furniture marketplace to a comprehensive home products marketplace.
The new identity features a redesigned logo, a refreshed visual system and the new tagline ‘Fashion for your Home’. The repositioning comes as Pepperfry expands its assortment across categories and strengthens its focus on discovery, curation and personal expression in home shopping.
The marketplace now spans 150+ categories and over 100,000 products, covering furniture, home décor, furnishings, lighting, mattresses, kitchen and dining, appliances and other home categories.
As part of the expansion, Pepperfry has added a wider mix of national, regional and direct-to-consumer brands. Over the past year, the platform has onboarded more than 100 D2C brands to its portfolio.
Its current assortment includes brands such as Orange Tree, Kapoor Lampshades, Chumbak, Jaipur Rugs, SleepyCat, Duroflex, Nilkamal and Interio by Godrej, among others.
The refreshed logo incorporates a mirrored home silhouette to form the ‘P’ in Pepperfry, with its upward movement also designed to resemble an arrow. The new visual identity uses Ember Spice and Electric Bloom as its primary colours, while the wordmark adopts a rounded, lowercase treatment.
Pepperfry has articulated the new identity around four themes — Home, Vibrancy, Reflection and Aspiration — reflecting its attempt to position the home as an extension of individual personality and style.
Commenting on the refresh, Kulbhushan Atkar, Chief Revenue Officer, Pepperfry, said, “As home increasingly becomes a reflection of individual personality, taste and aspiration, we saw an opportunity to make the experience of discovering products for the home equally expressive. ‘Fashion for your Home’ is our way of bringing that idea to life.
“Our ambition is to give consumers a larger catalogue to discover, experiment and own — with more choice, more variety and a curation that reflects the many different ways Indians live and express themselves. And we are making this discovery-led experience available wherever consumers choose to shop — whether on Pepperfry.com, at our 140 plus physical Stores, or through platforms such as District, Instamart, and Zepto. Our omnichannel presence with assisted buying gives consumers the flexibility to discover and shop for their homes in the way that works best for them.
“We want Pepperfry to be the place consumers turn to when they are looking to discover products for their home — with the variety, curation and inspiration to find pieces that reflect their personal style.”
Pepperfry currently has a presence across 500+ cities and 18,000+ pin codes. Its products are available through Pepperfry.com, more than 140 physical stores, and alternate channels including District, Instamart and Zepto.
The brand refresh comes as Pepperfry expands its home category portfolio and seeks to strengthen its discovery-led proposition across online, offline and quick-commerce touchpoints.
