Art direction for the launch of the Quilted Collection with Bed Threads. Launching various products in the one drop, this collection introduced quilted pillowcases and new colour ways of the brand’s beloved quilt and heavy linen bed cover ranges.

With a brief angled at promoting luxury and legacy, the creative had to focus on refinement and sophistication, yet steer away from feeling unattainable. Creative was adapted across digital assets, from site assets to social media, along with paid and organic digital advertising.

Quilted stitching and grid-like quilt structures influenced art direction, colours were left timeless and refined, and elevated serif typography kept creative polished.

Overall strategy for this launch was kept understated to promote longevity and long-term success for the range.

 

THE QUILTED COLLECTION