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Wolkenfeld

Bedding made cool

Wolkenfeld

Bedding made cool

Wolkenfeld

Bedding made cool

Wolkenfeld ("field of clouds" in German) is an emerging start-up that offers first-class bed linen and home products at a fair price. They also work on various ecological initiatives and programs.

Starting only with a logo that had been outlined before my time, I helped Wolkenfeld expand the brand identity to convey comfort and softness, but also the young and playful image of their friendly founders.

The challenge lied into making this traditional product in a traditional industry a fun and attractive offer to younger, fun customers. Bedding doesn't have to be boring!

The idea was to create a cohesive design system around the starting elements, using insights on their current customers as well as the new customers the company wanted to expand to. We were lead to this result by a fair bit of research on competitors and similar industries' design trends, while injecting the founders' personalities into it.

Wolkenfeld ("field of clouds" in German) is an emerging start-up that offers first-class bed linen and home products at a fair price. They also work on various ecological initiatives and programs.

The challenge lied into making this traditional product in a traditional industry a fun and attractive offer to younger, fun customers. Bedding doesn't have to be boring!

Wolkenfeld ("field of clouds" in German) is an emerging start-up that offers first-class bed linen and home products at a fair price. They also work on various ecological initiatives and programs.

The challenge lied into making this traditional product in a traditional industry a fun and attractive offer to younger, fun customers. Bedding doesn't have to be boring!

Disciplines

Art direction

Brand identity

Marketing

Year

2021

Disciplines

Art direction

Brand identity

Marketing

Year

2021

Disciplines

Art direction

Brand identity

Marketing

Year

2021

Logo

Head in the clouds

Wolkenfeld's logo's first iteration was made before I joined but was refined and expanded, like by redesigning the cloud "line" that cuts through it. It's a strong, modern logotype, that shows a soft side with its cloud cut-out, mirroring the name. The idea was to make it sleek and actual, while giving it a soft touch to complement the product.

Typography

Describing clouds

Filson Pro is the font family used across the board with Wolkenfeld. The pairing came from the idea of having a clean contemporary font that also had playful elements. The upward-jumping spurs and other fun elements make it stand out against what is often seen in this industry.

Colors

Relaxing but powerful

To showcase the "dynamic yet cozy" vibe of the brand, we decided on a palette of violets and lavender tones. While almost all of the industry goes with blues and the likes, we decided to go with a slightly more contemporary approach and use something that was both in line with the field, while showing a distinct energetic personality.

Cozy, but never boring.

Booklet

An intro to Wolkenfeld

As the company wanted to introduce their new brand, as well as reach their customers in a friendly and personal way, a little booklet that is included with purchases was made. I helps introduce people to the brand, the founders, their vision and mission, and throw in a few fun facts.

It was made to be simple and clean, utilizing the brand colors and elements in a strong, in-your-face way.

Marketing

Join us in the field of clouds

For Wolkenfeld's marketing, a ton of different avenues were taken. Print, promotional objects, social media posts, animated video ads, etc. The goal was to have different templates for different things, designed mostly around sharing interesting information and facts related to the products, as well as the environmental initiatives that Wolkenfeld takes part in.

Here are a few samples, including a door hanger!

👇 Swipe left or right

Icons & illustrations

Funky iconography

The icons (or just small illustrations) come back often through the material to illustrate and support points, so they needed to have a visual flair to them that brought us back to our original motto. Cozy, but never boring.

They have a mix of rounded and sharp corners and curves, as well as offset violet fill, to give it a bit of a fun edge. The little stars/cross come back to support the icons visually and give a sense of cleanliness.