Shhh Silk – Rebrand for eCommerce

A holistic brand evolution: Shhh Silk embracing change.

Brand Identity / Art Direction / Strategy / Photography / Style Guide / Packaging

Packaging suite designed for Shhh Silk on cream background

Shhh Silk is dedicated to enhancing customers lives through the power of sleep and self-care. We were brought on to reassess and reposition Shhh Silk—from strategy and identity to tone-of-voice, tagline and art direction—to create a deeper and more authentic emotional bond with customers that reflected the brand's empowering and rejuvenating personality, and product range.

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.

Shhh Silk is a sophisticated yet approachable brand; we wanted this to be reflected within the brandmark.

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 purpose book design

The brand had a lot of passion, but lacked consistency and a clear voice.

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.

Shhh Silk Before and After brand evolution

“Doing good is in our DNA” became the brand sentiment harnessing their philanthropic nature, company culture and attitude to business.

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.

Our Art Direction guide enables Shhh Silk to control their product and lifestyle photography with key content pillars in a style that is ownable as distinctly Shhh Silk.



Shhh Silk is a brand driving change through building connections and community. In the roll-out phase, we completed a compressive social media strategy, including developing a suite of 70+ templates that allowed the brand to bring through animated and static content to suit their storytelling style and products.

As Shhh Silk evolves, the brand must grow with it. We developed a comprehensive 55-page guideline to ensure the brand scales with clarity and confidence across all platforms to support this growth.

Shhh Silk now have a premium brand identity and thoughtful strategy to lead them into the next chapter. The brand has made giant leaps in terms of growth with partnerships with e-comm powerhouse The Iconic and Adore Beauty, is sold in over 50 countries worldwide, has grown a loyal social media following of 120k and is tackling the war on plastic one product at a time.

What our clients have to say:

Evie Acheson
Co-founder of Narava.



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