CaseStudy-Peabody

Peabody Trust.

A colour collaboration made for new homes.

A brand partnership that's bringing personality to new-build homes at West Ham Village, East London.

A brand new colour: Beloved Brick.

Peabody and YesColours are challenging the idea that a new home should begin with white walls, creating a brand new colour with a supporting palette designed to bring warmth, character and a greater sense of belonging to spaces.

At the heart of the collaboration is Beloved Brick, a shade developed exclusively for Peabody. Inspired by the brickwork that shapes London's streets, it provides the starting point for a palette that feels grounded in place while offering a fresh perspective on contemporary interiors.

Shop the colour

The shades.

Beloved Brick

a warm, earthy red with muted orange undertones, with natural depth and softness that gives interiors warmth.

Nostalgic Lilac

A soft powder lilac hue with muted grey undertones, adding a vintage feel to any room.

Secluded Teal

A deep, majestic blue-green hue that signals ultimate glamour and modernity.

Restful Peach

A muted pale plaster peach hue that is warm, friendly, easy on the senses, and truly cosy.

Passionate Olive Green

A harmony of yellow and green, balanced with the warmth of red to create a wonderful vintage feel.

Nostalgic Green

A bold, warming red inspired by forged metal and brick, celebrating Birmingham's industrial spirit.

Wellbeing Considered.

The way light reflects into our eyes from colours can have a profound effect on not only how the colour looks in each room, but how we feel in a space.

A key consideration for the Beloved Brick colour development was making sure that the final colour, as well as the supporting colour palette, fell within a comfortable LRV range (Light Reflective Value) to help make people with all types of minds feel at home and relaxed.

Earthy paints in the LRV 11–25 range, including brick reds, russets, terracotta oranges, and muted clay pinks strike an ideal sensory balance, offering deep nervous system relief.

Beloved brick has an LRV value of 13 and perfect for interiors that make you feel safe, as well as being a shade that is warm and inviting.

Beloved Brick Eggshell

Eggshell

The Interior Design Challenge.

To put the palette into practice, we invited three designers to transform identical one-bedroom apartments at Cherry Point, West Ham Village, East London.

Matt Smith Wood, Rita Millat and Ayisha Onuorah each worked with the same 60.7 sqm floorplan and a £5,000 furnishing and fit-out budget.

The brief was to create a home that felt personal, functional and full of character, showing first-time buyers how considered design choices can deliver style without an unlimited budget.

Using the YesColours x Peabody palette, each designer explored how colour, paint finishes and decorating choices could shape the look and feel of their apartment. From the walls to the finishing touches, the palette provided a starting point for three distinct interiors, demonstrating how colour can bring depth, warmth and personality to a new-build home.

With different approaches to furniture, accessories and styling, each designer brought their own perspective to the same space, transforming a blank canvas into a home with its own identity

The result.

Three designers. Three apartments. Three interpretations of home.

The challenge demonstrates how a considered colour palette can become the foundation for very different design approaches, working alongside accessible furniture, thoughtful styling and personal details to create spaces with character.

For first-time buyers, the message is simple: creating a home that feels considered doesn't require an unlimited budget. With the right colours and creative choices, even a blank canvas can become somewhere that feels entirely your own.

Which design is your favourite?

Explore the three apartments and discover each designer's approach in a new YouTube series launching soon. Watch here.

“The new Beloved Brick colour developed for Peabody is an expression of our deep desire to make people feel comfortable in their new homes.”

Leanne Grant, Head of Marketing and Brand, Peabody

Watch the Interior Design Challenge.

A brand new YouTube series.

Watch how interior designers Matt Smith Wood, Rita Millat and Ayisha Onuorah designed three identical brand new apartments, using Beloved Brick and a range of other colours to bring the interiors to life.

Watch now.