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. Studio Mococo was asked to ground Bed Bath & Beyond’s owned bedding brand in an idea that made it ownable and destination-worthy.
Yes, touch is king in this category, but a lineup of buttery soft sateen and luxurious linens was just the start. 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. (What exactly is percale, and does thread-count even matter anymore?)
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, built for cozy, everyday living. Perfect for peaceful nights or pillow forts, the Nestwell brand delivers on its own unique value proposition while also supporting Bed Bath & Beyond’s broader goal of making it easy to feel at home.
Imitating the comfort that great bedding provides, Nestwell’s branding is soft and inviting. The wordmark is set in customized letterforms based on F37 Bobby typeface.
Delivering on the expertise component of the brand, the type hierarchy is a solutions-orientated approach. It is clear, distinctive, and bold which allows the customer to quickly locate their bedding preferences and not get lost in complicated bedding jargon.
Nestwell’s photography echoes the cozy, easy-going nature of the brand by leaning into natural lighting, organic textures, and simple but intentional bedroom styling.
Gabrielle Muse
Ali Hartwell
Angela McLeod
Ted Makarewicz
Martin Grasser
Taylor Givens
Taylor Simpson
Danny Skitsko
Zrinka Buljubasic
Alex Sagol
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. Studio Mococo was asked to ground Bed Bath & Beyond’s owned bedding brand in an idea that made it ownable and destination-worthy.
Yes, touch is king in this category, but a lineup of buttery soft sateen and luxurious linens was just the start. 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. (What exactly is percale, and does thread-count even matter anymore?)
Our assignment became clear: create an approachable bedding brand that uncomplicates decision-making and bolsters Bed Bath & Beyond’s credibility in the sleep space.
The result was Nestwell, Bed Bath & Beyond’s exclusive line of everyday bedroom and bathroom goods, built for cosy, everyday living. Perfect for peaceful nights or pillow forts, the Nestwell brand delivers on its own unique value proposition while also supporting Bed Bath and Beyond’s broader goal of making it easy to feel at home.
Imitating the comfort that great bedding provides, Nestwell’s branding is soft and inviting. The wordmark is set in customized letterforms based on F37 Bobby typeface.
Delivering on the expertise component of the brand, the type hierarchy is a solutions-orientated approach. It is clear, distinctive, and bold which allows the customer to quickly locate their bedding preferences and not get lost in complicated bedding jargon.
Nestwell’s photography echoes the cozy, easy-going nature of the brand by leaning into natural lighting, organic textures, and simple but intentional bedroom styling.
Gabrielle Muse
Ali Hartwell
Angela McLeod
Ted Makarewicz
Martin Grasser
Taylor Givens
Taylor Simpson
Danny Skitsko
Zrinka Buljubasic
Alex Sagol