Passionate about your sleep

The Belgian family-owned company Twenthe Group designs and manufactures bed linen and household textiles. And they have been doing so with great passion for two generations. So it’s no wonder they chose ‘Passion’ as their brand name a few years ago. Each year, they launch a series of new collections, often in collaboration with guest designers. Timeless design, executed in top-quality textiles is always the common thread throughout.

The brand quickly became successful and is now distributed all over Europe. This growth also highlighted the need for a new visual identity – a project we at Flink were happy to get stuck into.

In the first phase, we tackled the brand architecture and also streamlined the product range. ‘Passion’ was renamed ‘Passion Home linen’ to refer clearly to the core business right away.

Some historically grown product lines and sub-brands were also all brought together under ‘Passion Home linen’. Result: a clearly structured product range and clear brand name.

Velvety soft bed linen to dream away in, blissfully tender bath towels to dry off after a wonderful bath: pure indulgence that we translated visually by opting for dreamy images and a pastel green as a basic colour. We deliberately kept the logo subdued: subtly minimalist with the PH initials as the logo image.

We applied the new house style to all communications, from business cards to a sophisticated set of templates for the various packaging. The shipping boxes, labels and a set of ‘thank you’ cards for online sales could not be missed either.