Wrong way, go back.

Seesaw +

A luxury bedding brand designed to slow the pace of modern living.


Sector — Retail
Work  — Strategy, creative direction, identity, naming, packaging



Brand Essence

For you. For home.
Yours, in the moment.

Whom is an Australian maker of luxury bedding infused with meaning, quality and care, crafted using organic bamboo and inspired by colours of natural landscapes around the world.

Seesaw was approached to establish the brand for its launch. From the name to the packaging, at every touchpoint the emphasis was on restraint and small moments of personal luxury. This extended from the muted colour palette, to the details such as the embossed buttons, and the quiet sincerity in the tone of voice.

It was important to weave personal touches throughout the customer’s experience, not only to bring a human connection to the online store, but recognising that this is an intimate product for the bedroom. Tactile packaging, customised type and even a handwritten note all contributed to a highly considered brand experience.

The Whom brand is contemporary yet elegant; bold, confident and pared back. Set against the customised typography, the brand comes to life in the secondary elements including handwritten scripts and mono fonts. A single thread encircles the icon to show the fine detail of the product.

The packaging extends the brand to the point of delivery. Blind emboss logos on textural uncoated stock contrasts with the silky bamboo sheets encased within, alongside subtle illustrations and poetic storytelling which infuse the unboxing experience with small reveals of delight.

To see further examples of
our work in the retail
space, get in touch.