Nestwell

Bed Bath & Beyond is nearly synonymous with bedding, but with the explosion of DTC brands in the category and Amazon offering every thread count, fabric, color and pattern imaginable—they found themselves losing their footing in this essential category. We were asked to ground Bed Bath & Beyond’s owned bedding brand in an idea that made it ownable and destination-worthy.

Through our in-depth consumer research, we learned about the nuances of how people sleep and ultimately choose their bedding. Whether you sleep hot or cold, with the aid of a sound machine or lavender mist, everyone could agree that even though sleep is one of the most precious modern day routines, bedding is notoriously confusing. Our assignment became clear: create an approachable bedding brand that uncomplicates decision-making and bolsters Bed Bath & Beyond’s credibility in the sleep space.

Shortly after, Nestwell was established—becoming Bed Bath & Beyond’s exclusive line of everyday bedroom and bathroom goods. Imitating the comfort that great bedding provides, Nestwell’s branding is soft and inviting. The wordmark is set in customized letterforms based on the typeface F37 Bobby and evokes a dreamy night with crescent moon-like shapes and an italic ‘w’ nestled into the middle for extra coziness. Delivering on the expertise component of the brand, the type hierarchy is solutions-orientated. It is clear, distinctive, and bold, allowing customers to quickly locate their bedding preferences.