For years, Avec has dreamed of bedding that makes routines easier. They wanted something comfortable, convenient, and as effortless to sleep in as it was to clean. After discovering a fresh approach to bedding overseas, they returned home, inspired and remarkably well-rested, with a mission to share the European philosophy for bedding with everyone. They started by designing a duvet cover with an attachable top sheet that gives you a perfectly made bed every time, whether you’re starting your day or winding down for the night. Because when it’s effortless to organize the place where every new day begins, everything else seems to fall into place. Avec exists to make every bed routine go smoothly, because a well-made bed leads to a well-made life.

Avec needed a brand identity that both showcased its innovative bedding technology and celebrated the simplicity at the core of its bedding philosophy. Upon diving into Avec’s suite of products, it was clear that while Avec products enable a hassle-free lifestyle, incorporating their flagship product, the Align set, into your daily routine requires a bit of learning. The 2-in-1 top sheet and duvet cover, equipped with multiple zippers, necessitates clear and straightforward instructions. In developing the brand identity, the challenge lay in highlighting how Avec’s products are simple and time-saving, while also being educational enough to ensure the products would be easily understandable to the everyday consumer.

The new brand identity for Avec is centered around a robust set of icons and illustrations that are instructional as well as visually striking. Illustrative diagrams are used throughout the system to communicate product functionality, convey its benefits, and introduce playfulness and dynamism to a clean and minimal visual identity. The icons explain Avec products’ composition, care, and benefits in simple, easy-to-understand graphics, making it seamless for customers to engage with the brand.

Because the zipper plays a pivotal role in how Avec products operate, a zipper-inspired graphic device was incorporated and reinforces the brand’s mission of creating convenient bedding that upgrades your routine. The new Avec logo echoes this concept with zipper tab-like notches and reflects the company’s commitment to craftsmanship and quality. The type system is approachable with a distinct personality: GT Alpina, a serif with unique charm, serves as the primary brand typeface, complemented by the friendly yet precise ABC Diatype. The color palette is clean, modern, and elevated, with warm accents paired with shades of blue, chosen to represent a good night’s sleep from evening to morning. Photography is warm, approachable, and authentic, with subjects ranging from lifestyle and interiors to textures, close-ups, and product shots. Together, all the brand elements form a simple, functional brand identity that celebrates Avec’s mission to help customers get the quality rest they deserve.