Shhh Silk’s founder, Olivia Carr, approached Storyfolk to entrust her brand, aka “her baby”, with us to take the brand to help the brand scale, bring through much-needed consistency and attract more wholesale partnerships. Olivia had wanted to rebrand for several years but wanted to ensure she found a studio that understood her vision and could nurture the brand into this next phase. From articulating their brand stories with impact and purpose, to product packaging to the visually seamless visual identity and language systems; we created a premium, yet calming, brand that is timeless and welcoming.
The previous logo lacked personality and didn’t exude the elegance of the brand we wanted to capture. Without the space between Shhh and Silk made it a mouthful to say which added a jarring moment to the customer experience. We wanted the refreshed brandmark to flow and aid the phonetic pronation visually. The soft curves within Shhh are also designed to resemble the flowing nature of Silk.
Shhh Silk was outgrowing its reputation, evolving from a pretty-in-pink and ultra-feminine bedding brand to a refined sleep, wellness and beauty brand trusted by professionals, customers across the globe to the Kardashian empire, yet their branding and messaging didn’t reflect this transition. We embraced a clean, sophisticated and simplified brand presence to harness the power of relaxation. This simple, unified and thoughtful brand identity resonated with the audience’s sophistication while also allowing Shhh Silk to grow into new markets.
The idea of Shhh Silk being an Australian export to the world inspired the colour palette evoking a sense of calm, tranquillity and ease throughout the brand identity. This shift from pink was a deliberate step to allow Shhh Silk to capture a new market of sustainability-minded people. As a result, we allowed Shhh Silk to move away from being a female positioned brand to a brand empowering people through sleep, wellness and beauty, irrespective of gender, identity or social norms.
We effectively defined and created a tone-of-voice to articulate with purpose and confidence by introducing human characteristics into the brand. The result is positioning that genuinely reflects the brand’s essence; purposeful, optimistic, elevated, coupled with a philanthropic ‘doing good is in our DNA’ message.
This ethos extends to the updated packaging by redesigning the physical forms, rethinking the materials used and design to be as environmentally conscious as possible. The new packaging is 100% plastic-free and created using FSC certified paper. This thoughtful design change ensures Shhh Silk eliminates 453kgs of plastic each year, reduces the amount of waste in landfill and reduces their carbon footprint.
Evie Acheson
Co-founder of Narava.
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© Storyfolk 2022