Loaffa is a fictional brand focused on bedding textiles and nightwear. The brief centred around creating something comforting yet everyday — neutral, accessible and easy to connect with. I developed the complete visual identity, from logo and monogram to the overall visual language and lookbook.
Logo design - Visual identity - Print design - Social media
the logo
The logo was kept simple and set in a clean sans-serif typeface to reflect the brand’s everyday nature, while authenticity was added through a hand-drawn monogram in the shape of a sleeping mask.
the monogram
The monogram was used throughout patterns and applications, becoming a recognisable element within the identity. The photography highlights comfort and softness, portraying people wrapped in blankets or at ease in their nightwear.
