ABC&D

schlafgut

A New Identity for a New Era: schlafgut has been producing fitted sheets since 1952 — and can proudly claim to have invented them. As a third-generation family business, the company stood at a turning point: a changing market, a new generation in charge, and a visual identity that no longer reflected its ambition. When major retailers began to drop the brand for being “just another product,” the need for a fundamental repositioning became clear.

Our task was to redefine schlafgut — strategically and visually. Together with the management and the product design studio Zanzotti, we developed a holistic brand identity that unites heritage and contemporary relevance. The result is a clear, sustainable, and approachable design system that embodies a new kind of sleep culture.

At the heart of the transformation lies the packaging: radically sustainable, entirely plastic-free, and developed in close collaboration with Zanzotti. It became a benchmark in the bedding industry — a tangible statement of responsibility and design integrity. The new imagery, color system, and tone of voice translate the brand’s attitude across all touchpoints: simple, human, and calm.

services

Brandstrategy
Branddesign
Packagingdesign
Webdesign
Printedmatter
POS
Exhibitiondesign
Ecommerce
Artdirection
Copywriting
Social Media
Motiondesign
Illustration

Awards

European Design Award
ADC Germany
UX Design Award

Impact

Significant increase in sales
Rapid expansion into new retail partners
Higher product value perception
Strengthened employer branding

Typography and product naming played a central role in creating clarity and emotional resonance. The new typographic system is reduced yet distinctive — a balance of precision and warmth that reflects both the brand’s technical expertise and its tactile, human dimension. Product naming follows the same principle: straightforward, memorable, and free of decorative language. The new claim — “Quality Sleeping Essentials since 1952” — captures the brand’s heritage and ambition in equal measure, expressing a quiet confidence rooted in tradition and refined for the present.

The new point-of-sale concept brought the brand’s values into the physical environment. Together with Zanzotti, we developed a modular shelving and display system that adapts effortlessly to different retail scales — from small boutiques to large furniture chains. Integrated videos, information panels, and illuminated boxes form a scalable communication architecture that merges product presentation with brand storytelling. A flexible graphic system ensures consistency while allowing for easy adaptation across diverse retail environments.

The digital transformation was another key element of the rebranding. We redesigned the webshop and corporate website from the ground up — creating a seamless customer experience that mirrors the brand’s calm and clarity. A minimal interface, intuitive navigation, and strong visual storytelling connect product, purpose, and design. The result is an e-commerce presence that not only performs but also extends the tactile quality of the brand into the digital space.

To strengthen its digital reach, we developed extensive video content and animations for social media, newsletters, and POS screens. The visual storytelling connects brand and product experience — turning sustainability and design quality into emotional narratives.

Since the relaunch, schlafgut has re-established itself in major retail channels, expanded its audience, and seen significant growth in online sales. The brand design has been honored with several awards, including the European Design Award for Packaging and the ADC Award for Corporate Design — confirming the strength of a strategy that blends clarity, sustainability, and emotional warmth.

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