![Villa & Peite: Weaving pure dreams](https://cdn.prod.website-files.com/61bee8a4fa162642fccdf0d3/6627719a1c21a90b1c97fba5_01_Hero_Lifestyle.jpg)
Villa & Peite: Weaving pure dreams
Nearly a hundred years ago in Pori, Villa & Peite was founded. A family-owned business specializing in sleep and all-natural materials. Manufactured in Finland, with love. The rebranding became topical once the fifth generation, laid-back & brilliant Ville Viinikka, took the reins.
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Workshopping with Ville and his team in the cosy factory filled with all things fluffy, soft and natural smelling, we distilled the brand strategy into one calming concept:
Villa & Peite — the weaver of pure dreams. Creator of beds that cherish sleep, people and the planet.
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The new identity is an interpretation of their deep set values: Unwavering, Clear and Liberated. At the heart of the concept is the union of breathing, natural materials and deep slumber.
“Our collaboration with Werklig has been a success. Their process was both calming and exciting, providing us with an opportunity to step back and reflect; which ultimately moved us forward. Engaging and listening to our entire staff — from the warehouse to the production floor — proved extremely valuable. We felt both challenged and heard. The rebranding has transformed how we make daily decisions and provided us with a platform to communicate not only what we do, but also who we are and what we stand for."
– Ville Viinikka, CEO, Villa & Peite
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Slow, calm breath is present in the temperate colors derived from the pure materials, the contrasting typography, the refreshing photographs and the airy compositions of all the aforementioned.
A big, softly muffled shout out to Juho Huttunen and Mikael Niemi @duotone for the bed-hopping and sleep-inducing photos.
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Villa & Peite, and all the sleeping beauty of their bedding, lives and breaths in tune with the brand’s purpose — All for a bright mind! — after a night well slept.
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Scope
- Brand strategy
- Identity
- Stories
- Art direction
Partners
- Duotone
Juho Huttunen
Mikael Niemi -
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