Abc&D has developed a new identity for schlafgut, a German bedding company founded in 1952 and widely credited with inventing the fitted sheet. With a new generation of leadership and a shifting retail landscape, the brand required a repositioning that could balance its heritage with a more contemporary presence.

The redesign centres on clarity and reduction. A restrained typographic system, simplified product naming and a calm colour structure create a visual language that reflects both technical precision and a softer, more human sensibility. The new claim — Quality Sleeping Essentials since 1952 — anchors the brand in its history while signalling a renewed confidence.

Packaging plays a central role. Developed in collaboration with product designer Christian Zanzotti, the system replaces plastic with entirely paper-based materials, using recycled fibres to create a tactile, durable form that can be reused or recycled.

The identity extends across retail displays, communication and a redesigned e-commerce platform, creating a consistent brand experience built around calm, utility and sustainability.