How a Furniture Brand's Rebrand Led to +56% Amazon Ordered Units
Let's talk about brand optimization.
Rebranding isn’t about making things prettier. It’s about uncovering what the brand should have been saying all along.
Rebranding is tricky.
You’re not starting from a blank canvas. You’re walking into a moving system. Things are already working, things are already failing, and your job is to understand the difference.
When I was given the task to rebrand Aykah, the first thing I did wasn’t opening a design file. It was research.
I dug into their best sellers, customer reviews, repeat buyers, Amazon performance, and even who was tagging them on Instagram. I wanted to know how people actually saw Aykah, not how the brand assumed they were being perceived.
Then I sat down with the founders and asked the real questions:
Why did you start this company?
What do you want people to feel when they come across Aykah?
What change or improvement are you hoping this rebrand will bring?
Their answer set the entire direction.
They told me they wanted Aykah to feel like a brand people return to at every stage of life—moving out for college, first apartments, first homes, career shifts, marriages, new beginnings.
And honestly, it made perfect sense.
Their lift-up storage beds are a game changer in a world where people are overwhelmed with stuff and running out of space.
Aykah’s products offer something extremely valuable: peace of mind through an uncluttered home.
But none of that was being communicated.
The Core Problems Were Clear
After looking at the brand’s ecosystem, these issues stood out immediately:
The pink “A” logomark resembled a competitor too closely
Their best-selling product line: storage beds weren't being highlighted
The storage feature wasn’t emphasized on the website or Amazon listings with proper keywords and imagery
The brand looked like a generic “one-stop furniture store”
The offer and mission weren’t defined
The visual language skewed toward “moms who love interior design,” while 30%+ of customers were actually working professionals across many demographics
Aykah had a strong product but weak storytelling.
In DTC, if the messaging is unclear, the product loses its advantage.
Shaping Aykah Into What It Really Should Represent
Once the gaps were clear, the direction became obvious.
Aykah didn’t need a trendy aesthetic, it needed alignment.
Here’s what we shifted:
Centered the brand around the idea of wellness in everyday space
Made lift-up storage beds the hero of the brand story
Rebuilt and optimized listings, pages, and messaging across all channels with the help of AI
Introduced navy and beige as grounding, trustworthy colours
Redesigned the A logo to symbolize the brand’s core: journey, clarity, and togetherness
The biggest lesson?
Good DTC messaging is never just about what you sell.
It’s about what your product solves and the clarity you build around that.
Aykah didn’t need to become something new.
It needed to communicate what it was clearly.
See the case study here:
Case Study: Aykah Furniture
Rebranding is tricky.
You’re not starting from a blank canvas. You’re walking into a moving system. Things are already working, things are already failing, and your job is to understand the difference.
When I was given the task to rebrand Aykah, the first thing I did wasn’t opening a design file. It was research.
I dug into their best sellers, customer reviews, repeat buyers, Amazon performance, and even who was tagging them on Instagram. I wanted to know how people actually saw Aykah, not how the brand assumed they were being perceived.
Then I sat down with the founders and asked the real questions:
Why did you start this company?
What do you want people to feel when they come across Aykah?
What change or improvement are you hoping this rebrand will bring?
Their answer set the entire direction.
They told me they wanted Aykah to feel like a brand people return to at every stage of life—moving out for college, first apartments, first homes, career shifts, marriages, new beginnings.
And honestly, it made perfect sense.
Their lift-up storage beds are a game changer in a world where people are overwhelmed with stuff and running out of space.
Aykah’s products offer something extremely valuable: peace of mind through an uncluttered home.
But none of that was being communicated.
The Core Problems Were Clear
After looking at the brand’s ecosystem, these issues stood out immediately:
The pink “A” logomark resembled a competitor too closely
Their best-selling product line: storage beds weren't being highlighted
The storage feature wasn’t emphasized on the website or Amazon listings with proper keywords and imagery
The brand looked like a generic “one-stop furniture store”
The offer and mission weren’t defined
The visual language skewed toward “moms who love interior design,” while 30%+ of customers were actually working professionals across many demographics
Aykah had a strong product but weak storytelling.
In DTC, if the messaging is unclear, the product loses its advantage.
Shaping Aykah Into What It Really Should Represent
Once the gaps were clear, the direction became obvious.
Aykah didn’t need a trendy aesthetic, it needed alignment.
Here’s what we shifted:
Centered the brand around the idea of wellness in everyday space
Made lift-up storage beds the hero of the brand story
Rebuilt and optimized listings, pages, and messaging across all channels with the help of AI
Introduced navy and beige as grounding, trustworthy colours
Redesigned the A logo to symbolize the brand’s core: journey, clarity, and togetherness
The biggest lesson?
Good DTC messaging is never just about what you sell. It’s about what your product solves and the clarity you build around that.
Aykah didn’t need to become something new.
It needed to communicate what it was clearly.
See the case study here:
Case Study: Aykah Furniture
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