The tantalising interplay between the furniture and the secret compartments within provides the raw material for the brand design. A newly designed logo suggests the different narrative layers inherent in the brand. The graphic design is characterised by an unconventional mix of collage, painting and illustration that spans different epochs. The angle of vision shifts in the communication, diving into the furniture and its stories sometimes in a more informative and sometimes a more adventurous way. Press kits were sent out with the aim of promoting awareness of foufou furniture. A little secret compartment is hidden in each press kit to draw attention to the unique characteristics of the brand. Only one of the small tins inside can be opened with the accompanying key, presenting the holder with the URL of foufou furniture.
The foufou furniture web presence is divided into two narrative levels: furniture and worlds. These can be experienced through images, text passages, a specially composed piece of music and audio stories. The furniture section tells the stories of the pieces of furniture, whereas the worlds section takes you on a mystical voyage of discovery. Video sequences present the worlds contained within the secret compartments in a fragmentary way, without revealing all their secrets.