WORK | To Hug

to hug

to hug home is a brand created by PALCO.

The brand belongs to a textile company that operates in the home textiles sector. The pandemic was one of the factors that accelerated the need for this company to reinvent itself and open a new sales channel beyond retail.

The brand went through several rounds of naming because registering a name is a complex and time-consuming process. The creative brief is filled with ideas, inspirations, and random words. The question that kept coming up was: “What else do we do in bed? How important is it in our lives?” And here’s the answer:

TO HUG is inspired by the magical moment of “being in bed.”

It’s in bed that people speak the same language and share a life or conceive a life. The bed is the place we choose to reflect at the end of the day, recharge our energy, and it’s the starting point for a new day. Have you ever thought about how much of our lives we spend next to a bed? We do such wonderful things there, like resting! 🌝

Beds are life, because this is where many other lives are created; they are made to give life. The bed is our safe haven, even if we aren’t aware of it. All of the brand’s pieces are designed to embrace someone or even to embrace us…

Once the naming was finalized, we worked on the brand manifesto and translated it into a visual image in line with the brand’s aesthetic, positioning, and target audience.

manifesto

OUR DREAM IS FOR EVERYONE WHO WANTS TO DREAM BIGGER.

For those who need the essentials to live a happy life.

We are here for those who are looking to live a better life, enjoy peaceful dreams, and wake up happy and full of energy.

We’re here for those who take care of themselves and their health. Enjoying a good night’s sleep will help you be more creative and wake up feeling calmer. To be happy, we need only the essentials. We’re also for the daring, the well-traveled, and the lazy. We’re for the passionate, for joy, and forever. We’re for moments of reflection and fun.

Our sheets will ensure the ultimate coziness and a peaceful night’s sleep. They’ll help you wake up feeling calm and harmonious, ready to embrace the new day that has just dawned!

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