Branding for the Greats Sustainable Sleepwear Brand

Greats is a sustainable sleepwear brand that decided to take a look at silk products from a new perspective: a sleepwear, nightshirt, bralette or turban – each made from sustainably managed pine and eucalyptus forests, which are more modern than others. Leaves grates at the top of brands that are no longer can afford to be luxuriant only because of their quality or history.

As Grates decided to switch to his material – natural silk – and focused on making Grates a sustainable version of silk from plants, a bottleneck arose. The brand needed to find a way to preserve its previous customers who loved traditional silk yet bring in new customers who sought to keep up with fashion that is one with nature. Therefore, a sweet spot was important to communicate the balance between those two audiences.

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Since the brand is all about sleepwear, we naturally compare it to Night Dream. But when thinking about it from a fresh perspective, from now on, Grates is living an endless, relaxing and nature-inspired dream throughout the day.

While starting in this direction, AndStudio thought of combining modern and innovative approaches with traditional luxury. In typography, modernity is depicted with a very simple Grotesk Sans Serif, while archaic luxury is depicted in script font that mimics handwriting from royal documents and letters. Photography style and color is all about that sweet, simple and innocent feeling, which hides the imagery that is often expressed by more intense means of sexuality.

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