Redefining Luxury Linens.

Introducing the next great modern luxury company disrupting the bath and home linens space.

Finding an opportunity in the crowded modern luxury space for bath and linens products, Aloft Home partnered with DBNY to help build a direct to consumer brand from the ground up for the modern shopper.


Luxury Linens & Bedding


Branding & Identity

Photography Production

Communication Strategy

UX & Visual Design

Shopify eCommerce


Visit Site

Stage OneThe Challenge.

How do you redefine the luxury linens space in an increasingly crowded market filled with competitors like Parachute Home, Brooklinen, and Boll & Branch? You focus on the product by creating a revolutionary fiber with silver technology that’s self cleaning and offer it an accessible price point. Partnering with the Aloft Home team, we set out to create a unique branding & identity system that promoted high quality materials, fiber innovation, and craftsmanship. To complete the direct to consumer eCommerce strategy, we paired the new brand with a premium online shopping experience to match. 

Stage Two.Our Approach.

Aloft Home set out to be a category-leader in the luxury linens space from the onset. Our approach was to distill the brand to its core philosophy of fiber innovation. Our design team created a brand with striking yet simple lines with minimalist ideals, leaving room to focus on the key ingredient, silver woven fiber technology. Silver fiber is core to Aloft Home’s tech and is a key differentiator from its competitors, allowing our design team to build around its tech. 

Each aspect of the brand from typeface choices, color schemes, custom iconography, and production ready visual elements all revolved around the fiber technology as a central motif. Our design vision was to inform and impress savvy shoppers with modern design elements and boundary pushing fiber technology.

Smart & Luxurious

The Aloft Home brand voice is informative yet relatable. It’s the right mix of modernity and innovative technology. Through well researched user-personas, we’ve established the target audience as savvy eco-conscious consumers. They crave the highest quality materials in everyday bedding and bath products, and so our intention behind the brand is to inform consumers around these key needs. In the new logo mark we wanted to communicate that Aloft Home offers high quality, innovative goods that simply work.

Our design team set out to create a culture and lifestyle around the brand through smart and beautiful design that consumers can relate to. The new branding & identity system for Aloft Home is modern, sleek, and timeless while feeling smart, fresh, and trustworthy. The quality and inventiveness of the products incorporating silver fibers is reflected in the logo mark and the identity system of the brand. The logo mark is balanced and has a solid presence while versatile in its application. The icon is representative of woven threads.

To accompany the clean lines of the modern logo mark, we designed a custom iconography system to match. The icons can be applied for various marketing collateral needs across print and digital campaigns.

Engaged Buyers

We set out to create a rich and engaging buying experience from the ground up. We focused on providing a simple and elegant product detail page filled with useful information about the thread count, silver fiber technology, and additional visual assets. Our goal is to inform and delight the customer with an easy to use buying experience. We incorporated helpful shopping elements such as size guides, visual icons for core pieces, and color swatches to help the consumer make an informed buying decision.

Mobile First Design

Our design team created the Aloft Home buying experience using mobile first design principles. We created a simple yet effective navigation system allowing for easy discoverability of products and key information. Each product detail page contains gesture enabled swipes, immersive graphics and branded images, and a simple user navigation for mobile savvy shoppers.

iPhone Frame
iPhone Frame


The launch of the Aloft Home brand and digital eCommerce experience has been met with resounding success. Partnering with the founding team, we created a simple and effective marketing campaign to collect initial pre-orders. The goal was to create interest around the brand and its core products. After major press coverage, a viral marketing campaign, we helped the Aloft Home team achieve success.

  • 15 k

    Pre-order emails collected.

  • 50 +

    Publishing partners for initial launch.

  • 2 +

    Core collections offered at launch.

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