Simply Essential (Branding, Identity)
Agency: Studio Mococo
From hampers to frying pans, we all own an array of unsung household heroes—each of them doing their small (but mighty) part to ensure our house operates like a home. Being a veritable shrine to these goods, Bed Bath & Beyond engaged Studio Mococo to create an in-house brand that would celebrate the joyful utility of every spatula, coat hanger, pillowcase, and toothbrush holder in your house.
The result was Simply Essential, Bed Bath & Beyond’s exclusive line of affordable and stylish must-have items for the home.
The result was Simply Essential, Bed Bath & Beyond’s exclusive line of affordable and stylish must-have items for the home.
The Brand
Simply Essential is Bed Bath & Beyond's most comprehensive owned brand with many SKUs spread across multiple categories. The identity highlights the ubiquitous nature of Simply Essential products by celebrating the joy in everyday-commonplace objects.
Color and Typography
The Simply Essential wordmark is set in Centra, a utilitarian typeface selected for its ability to stand out with simplicity. The period used in the wordmark serves as a conclusive declaration, signaling to customers that the line has every foundational product needed to make a house a home.
The signature Bed Bath & Beyond blue was assigned to Simply Essential in order to establish a clear connection to the parent brand. This was a strategic choice, intended to drive cohesion across the store and reinforce customer understanding of Simply Essential as a uniquely Bed Bath & Beyond brand.
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The signature Bed Bath & Beyond blue was assigned to Simply Essential in order to establish a clear connection to the parent brand. This was a strategic choice, intended to drive cohesion across the store and reinforce customer understanding of Simply Essential as a uniquely Bed Bath & Beyond brand.
