Gretes is a sustainable sleepwear brand that offers unique items such as sleep dresses, nightshirts, bralettes, or turbans. All of these products are made from pine and eucalyptus forests that are managed sustainably. This makes Gretes stand out amongst other modern brands because they can still afford to be luxurious without sacrificing quality or style.
Gretes’ obstacle was that when they decided to change their material from natural silk to sustainable plant-based silk, they needed a way to communicate the balance between those two audiences. To do so, they commissioned And Studio to work on a new visual identity.
And Studio’s designers thought of combining modern and innovative approaches with traditional luxury. In typography, modernity is portrayed with a very straightforward Grotesk Sans Serif, while archaic luxury is depicted in a script font that mimics handwriting from royal documents and letters. The photography style and colors are all about that sweet, simple, and innocent feeling, which hides imagination that is often expressed by more profound means of sensuality.
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