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. 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.
#RestEnthusiasts have found their place with Wilet.
Messaging & Copy
Digital Marketing Assets
“The brand, the name, everything for us is meant to evoke the idea of making room for rest. We want to be the brand that people think of when they want to get rest, and Grant just knocked it out of the park as far as hearing us and seeing us- it’s wild. There were some tears shed when we saw the visual identity. It became real. It was Wilet.”
Vivian McCormick, Owner @ Wilet