Pentagram creates friendly identity to introduce the 'world's most comfortable duvet'

Light as a cloud, temperature-regulating and vegan-friendly, Buffy is apparently the world’s "most comfortable and kindest" duvet. New York's Pentagram has developed its brand identity, positioning, messaging and packaging, highlighting the new product's playful personality and fluffy credentials.

"The brand positioning sets Buffy apart from other high-quality bedding, which is typically marketed as a luxury item or lifestyle accessory," says Pentagram, of the project. "Buffy is designed for everyone, utilitarian in its usability and simplicity. The branding has a straightforward, approachable tone of voice that is smart, fun and whimsical."

Buffy’s personality is expressed in the graphic identity, which is warm, outgoing and modern. The Buffy wordmark is set in customised letterforms based on the friendly, voluminous Cooper Black, with round letters that suggest the softness of the duvet. This is complemented by charming line-drawings of characters, including the comforter itself, that Pentagram has dubbed "the Fluffies".

The simple illustrations are as evocative as photographs of the actual comforter and help create a world around the product. The drawings are used in tandem with photography – and sometimes interact with it – to create an imaginative, dream-like place that is distinctly Buffy. Nice work Pentagram.


Get the best of Creative Boom delivered to your inbox weekly