Pepperfry has unveiled a refreshed brand identity to mark its shift from a furniture-focused platform to a broader home products marketplace. The new identity brings a redesigned logo, an updated visual system and a new tagline – “Fashion for your Home.”
The company says its marketplace now spans over 150 categories and 100,000+ products across furniture, home décor, furnishings, lighting, mattresses, kitchen and dining, and appliances, among others. As part of this repositioning, Pepperfry has widened its assortment and onboarded more national, regional and D2C brands – adding over 100 D2C names to its portfolio in the past year alone, including Orange Tree, Kapoor Lampshades, Chumbak, Jaipur Rugs, SleepyCat, Duroflex, Nilkamal and Interio by Godrej.
The new logo uses a mirrored home silhouette to form the letter ‘P’, with its upward form doubling as an arrow. The refreshed palette – Ember Spice and Electric Bloom – pairs with a rounded, lowercase wordmark, built around four brand themes: Home, Vibrancy, Reflection and Aspiration.
Kulbhushan Atkar, chief revenue officer at Pepperfry, said the brand saw an opportunity to make home discovery as expressive as the idea of home itself, with the new identity built to give consumers more choice, variety and curated inspiration. He added that this discovery-led experience will be available wherever consumers shop – Pepperfry.com, its 140+ physical stores, or via District, Instamart and Zepto – backed by an omnichannel, assisted-buying approach.
Pepperfry currently operates across 500+ cities and 18,000+ pin codes, spanning both online and offline channels.
