From hampers to frying pans, we all own an array of unsung household heroes—each of them doing their small (but mighty) part to ensure our house operates like a home. Being a veritable shrine to these goods, Bed Bath & Beyond engaged Studio Mococo to create an in-house brand that would celebrate the joyful utility of every spatula, coat hanger, pillowcase, and toothbrush holder in your house.
The result was Simply Essential, Bed Bath & Beyond’s exclusive line of affordable and stylish must-have items for the home.
Simply Essential is Bed Bath & Beyond's most comprehensive owned brand with many SKUs spread across multiple categories. The identity highlights the ubiquitous nature of Simply Essential products by celebrating the joy in everyday-commonplace objects.
The Simply Essential wordmark is set in Centra, a utilitarian typeface selected for its ability to stand out with simplicity. The period used in the wordmark serves as a conclusive declaration, signaling to customers that the line has every foundational product needed to make a house a home.
The signature Bed Bath & Beyond blue was assigned to Simply Essential in order to establish a clear connection to the parent brand. This was a strategic choice, intended to drive cohesion across the store and reinforce customer understanding of Simply Essential as a uniquely Bed Bath & Beyond brand.
Simply Essential’s photography embraces a dead-pan style. It is simple and direct, while aiming to evoke a moment of delight by highlighting the joy of everyday tasks. Products are stacked in playful and tidy arrangements or photographed in a hero style—adding a bit of cheekiness to ordinary household goods.
Gabrielle Muse
Ali Hartwell
Angela McLeod
Ted Makarewicz
Martin Grasser
Taylor Givens
Taylor Simpson
Danny Skitsko
Alex Sagol
From hampers to frying pans, we all own an array of unsung household heroes—each of them doing their small (but mighty) part to ensure our house operates like a home. Being a veritable shrine to these goods, Bed Bath & Beyond engaged Studio Mococo to create an in-house brand that would celebrate the joyful utility of every spatula, coat hanger, pillowcase, and toothbrush holder in your house.
The result was Simply Essential, Bed Bath & Beyond's exclusive line of must-have items for the home, delivered at great value.
Simply Essential is Bed Bath & Beyonds most comprehensive owned brand with many SKUs spread across multiple categories. The identity highlights the ubiquitous nature of Simply Essential products by celebrating the joy in everyday-commonplace objects.
The Simply Essential wordmark is set in Centra, a utilitarian typeface selected for its ability to stand out with simplicity. The period used in the wordmark serves as a conclusive declaration, signaling to customers that the line has every foundational product needed to make a house a home.
The signature Bed Bath & Beyond blue was assigned to Simply Essential in order to establish a clear connection to the parent brand. This was a strategic choice, intended to drive cohesion across the store and reinforce customer understanding of Simply Essential as a uniquely Bed Bath & Beyond brand.
Simply Essential’s photography embraces a dead-pan style. It is simple and direct, while aiming to evoke a moment of delight by highlighting the joy of everyday tasks. Products are stacked in playful and tidy arrangements or photographed in a hero style—adding a bit of cheekiness to ordinary household goods.
Gabrielle Muse
Ali Hartwell
Angela McLeod
Ted Makarewicz
Martin Grasser
Taylor Givens
Taylor Simpson
Danny Skitsko
Alex Sagol