Avec, the innovative bedding company on a mission to make bed-making effortless, has launched a new brand identity in partnership with creative agency The Working Assembly.

The refresh reflects Avec’s commitment to simplifying routines through thoughtfully designed products, most notably, its flagship Align set, a duvet cover with an integrated top sheet for a perfectly made bed every time.

Inspired by European bedding culture, Avec reimagines the traditional bed setup to save time and reduce hassle. The new identity highlights the brand’s unique functionality while embracing its philosophy of everyday ease.

To support this, The Working Assembly, led by brand design experts Site Ma, Stuti Sukhani, and Billur Eda Bilgi, developed a visual system featuring instructional icons, playful illustrations, and a clean, approachable aesthetic. A custom zipper motif reinforces the usability and convenience of Avec products, echoed in both the logo and supporting graphics.

“Our goal was to create a brand that felt as intuitive and seamless as the product itself,” said Ma. “We wanted to make the learning curve feel light, while showcasing Avec’s promise of quality and convenience.”

The new identity is centered around a robust set of icons and illustrations that are instructional as well as visually striking. Illustrative diagrams are used throughout the system to communicate product functionality, convey its benefits, and introduce playfulness and dynamism to a clean and minimal visual identity.

The color palette is clean, modern, and elevated, with warm accents paired with shades of blue, chosen to represent a good night’s sleep from evening to morning. Photography is warm, approachable, and authentic, with subjects ranging from lifestyle and interiors to textures, close-ups, and product shots.

Together, these brand elements form a simple, functional brand identity that celebrates Avec’s mission to help customers get the quality rest they deserve.