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In Bed designed by Moffitt.Moffitt

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Logo and label for online linen retailer In Bed designed by Moffitt.Moffitt

In Bed is an online store that retails homeware items such as handmade ceramic and wood saucers, bowls and mugs created by Japanese and American designers, as well as high quality linens, and describes itself as a celebration of “everything we love to do in bed.”

In Bed’s visual identity, developed by Australian studio Moffitt.Moffitt, establishes a visual simplicity through undecorated type, draws personality and the “ability to reinvent itself within a narrow product range” from this using emotive language choices, and neatly sets these within the context of strong personable photography that mixes texture and informal model shots, the tactile quality of a laid linen white paper, a website of editorial and product content, and a shopping experience that blends seasonal trends with accessible product browsing. The result is an interesting contrast of typographical austerity, fine detail and relaxation effectively delivered through tone of voice, image and texture.

Design: Moffitt.Moffitt
Opinion: Richard Baird

Logo and business card with laid paper detail for linen online retailer In Bed designed by Moffitt.Moffitt

Print with laid paper detail for linen online retailer In Bed designed by Moffitt.Moffitt

Brochure with laid paper detail for linen online retailer In Bed designed by Moffitt.Moffitt

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Logo and screen printed bags for online linen retailer In Bed designed by Moffitt.Moffitt

Copy, type and photography for online linen retailer In Bed designed by Moffitt.Moffitt

Copy, type and photography for online linen retailer In Bed designed by Moffitt.Moffitt

Copy, type and photography for online linen retailer In Bed designed by Moffitt.Moffitt

Logo and photography for online linen retailer In Bed designed by Moffitt.Moffitt

Website for online linen retailer In Bed designed by Moffitt.Moffitt

Website for online linen retailer In Bed designed by Moffitt.Moffitt

Website for online linen retailer In Bed designed by Moffitt.Moffitt

Website for online linen retailer In Bed designed by Moffitt.Moffitt

Website for online linen retailer In Bed designed by Moffitt.Moffitt

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  • Fon

    Does someone knows the name of this font? Thanks.

  • Quan

    Could you elaborate the big gap between the I and the N? I quite don’t understand why the I is flushed left…