A leader in the linen goods space, Wilet (previously Flax Home), came to us for a rebrand, and we couldn’t be happier that they did. Our initial Brand Workshop uncovered their deep commitment to rest and restoration, with plans to extend their product line to serve this purpose. We needed an identity that felt like it belonged in the soft goods space and was differentiated from its “rest” competitors while encompassing their work’s creative, design-centric side.

Our wordmark “Wilet” was inspired by a blueprint–it felt important to insinuate that we should all make room for rest and consider this when designing our spaces. The serifs directly nod to the line work in a home blueprint. Whereas with the brandmark logo, we wanted to encapsulate the feeling of a relaxing morning looking out a window without the distraction of devices. The result is both a window and a duvet flipped over, ready for you to snuggle in.

Graphically we opted to enclose the logos with another nod to a blueprint, but more than that–a safe area for people to take up space in. The quarter-circle present in most of these representations flexes and grows with its usage, allowing the team to have design flexibility, but also for the interpreter to imagine themselves in the space.

With more rigid edges and shapes, we intentionally created a series of soft, organic illustrations capturing different types of rest. Whether it’s being wrapped in a blanket while reading a book, a linen towel awaiting a post-soak body, or a Parisian-inspired bed scene underneath a sun-soaked window, these drawings are used through the brand for softness. Making room for rest was crucial to our messaging, and we utilized the colours, graphics, illustrations, and logos to balance how this was to be displayed–not everyone rests the same way, but however we do so we hope to do it with intentionality.

#RestEnthusiasts have found their place with Wilet.