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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.

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Two people lying on a pink and white surface wearing cucumber face masks and holding a plate of cucumber slices, with the Buffy logo overlaid

"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.

Stack of folded white and pale green Buffy duvets on a turquoise background with the Buffy wordmark and a simple line-drawn character illustration
Line drawing of cheerful characters and animals surrounding the words "Irresistible Charm" and "Buffy" on a turquoise background, illustrating the brand's playful personality
Playful line-drawing illustration of a large white duvet with the Buffy wordmark, surrounded by smiling characters and the text "Buffy ruined my evening plans...again" on a pink background
Whimsical line-drawn illustration of a character hugging a cloud-like duvet with "Buffy" text, accompanied by playful figures and a cat, with the tagline "So comfy you won't want to share
Young person in navy t-shirt surrounded by whimsical line-drawn characters and a smiling face, illustrating Buffy's playful brand identity
Buffy branded cardboard box on a mint green background featuring the wordmark and illustrated icons of a duvet, pillow and folded fabric
Buffy duvet packaging open to reveal illustrated cards and product information on white tissue paper inside a turquoise box
Three Buffy packaging boxes displayed with turquoise, pink and blue backgrounds featuring the brand's playful character illustrations and messaging
Buffy duvet brand identity by Pentagram showing a turquoise card with a friendly ghost-like character and the Buffy wordmark alongside product information on a white card
Mint green sleep mask with "Resting Buffy Face" written across it on a matching green background
Buffy duvet packaging in pastel colours with cream-coloured socks, featuring illustrated characters and the Buffy wordmark on green and pink bands
Pair of white and mint-green Buffy slippers with smiling face designs on a pale green background
Two mint green characters with simple faces: a small balloon-like figure on the left and a larger round character on the right, both part of Buffy's brand identity "the Fluffies
Mint green Buffy duvet storage bag with drawstring closure and shoulder strap, featuring the Buffy wordmark and illustrated characters on white base
Buffy natural canvas tote bag with beige handles featuring a smiling cartoon character illustration and "Buffy" text
Pentagram's illustrated characters known as the Fluffies, showing smiling anthropomorphic duvets and pillows in simple turquoise line drawings
Buffy duvet brand Instagram profile showing follower counts and a grid of playful illustrations featuring fluffy characters and the Buffy wordmark on a turquoise background
Buffy website homepage showing two people sitting on a terracotta sofa with a large white duvet billowing between them against a pale yellow background
Buffy website homepage showing a man in a navy t-shirt on a yellow background on the left, and pillows on a pink background on the right, both with green "Try Buffy" buttons
Buffy website homepage displaying a playful pink design with feet on a yellow background, a smiling character illustration, and a hand holding a green plant stem on a blue background
Buffy website homepage featuring a smiling character illustration and bright green section with a "Stay Fluffy" message and email signup field
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