Inspired by the brand’s anniversary, the name “Dreamin’ 101” is an invitation to dream within the palindrome number that represents a guarded, restful nest in the round shape of the “0”, protected on either side by with the double “1”. Intimacy, shelter and protection: these are the characteristics that define the identity and promise of the new brand, which speaks to millennials with an intent to defeat the dusty, traditional image of duvets. The tone extends to the project’s packaging and e-commerce site as well, transforming them in functional promotional tools for the brand’s values, in line with its modern and sophisticated image.

The integrated communication campaign describes the brand’s values and philosophy with a dedicated photo shoot. It emphasizes the high quality of the products and transforms them into symbols of a modern and young lifestyle.