IKEA's brand in one image

I've seen this image shared by many of my Facebook friends last week. This is a very sticky image which generates a lot of comments and likes, and immediately draws your attention. Great content for making it really big on the web, I'd say.

Unfortunately, nobody on Facebook bothered to give some credit to the author of the image, which is a pity. And this was exactly my first question -- who's able to summarize the whole brand of IKEA in a single image, in such a fun, and believable way?

 

Surprisingly, it's a cartoonist based in my backyard. Canary Pete is a Belgian cartoonist living in Antwerp. Most of his cartoons are in Dutch, but you get his ideas anyway. Great understanding of IKEA's brand essence, Canary Pete!