SHTAYER Brand Identity 2026

In 2026, we developed a new visual system for SHTAYER, a premium home and hospitality textile brand.

The brand's previous minimalist style was well built and continued to work well. But over time, SHTAYER outgrew that system. Universal minimalism started to feel too small for it: the brand wanted to speak in a more personal voice, gain its own character, and visually unite the different directions it works in.

At the core of the new SHTAYER was not an abstract design concept, but the personality of its founder, Yulia Shtayer. Yulia once said she feels like that curious little monkey from a childhood cartoon, a small character who is endlessly interested in everything around her, who explores, invents, plays, and looks at the world a little differently.

So we did not want the new SHTAYER to become just another neat premium brand with pretty typography and a neutral palette. That is how Chinoiserie entered the system, not as decorative styling, but as a language that let us connect the brand's history, its founder's personality, and SHTAYER's genuinely different visual worlds.

One of the central elements of the new identity is the magnolia. After the business was forced to relocate to western Ukraine because of the war, magnolias became part of SHTAYER's new life, and in the new emblem, a vine forms the letter S, keeping the connection to the previous minimalist logo.

Not textiles. Sleep itself.

It wasn't only the visual language that changed, we rethought SHTAYER's actual role. Before, it could be understood as a brand that makes beautiful, high-quality textiles capable of not getting in the way of rest. But SHTAYER can say something far more confident: we create sleep itself. The brand no longer sits somewhere next to a person's experience, it becomes part of it.

SHTAYER operates in far more than one visual context, home textiles, hotel textiles, hospitality, gift products, collaborations and digital communications all demand different presentation. So we weren't designing a set of fixed layouts, we were designing a visual system capable of existing across different scales and moods, while staying recognizable throughout.

There's another part of this project that can't be captured in a list of deliverables. Tatiana, a person without a title, at least that's how I think of her in the context of SHTAYER, was there from the beginning to the end: participating in discussions, proposing ideas, pushing back, searching for unexpected solutions. Like Yulia, she became part of what we now call SHTAYER, and that is exactly why the new system feels alive.

As part of the project, Peretz developed SHTAYER's new visual system and documented it in a brand book: an updated identity, the logo and its variations, a typographic system, color combinations, an illustrative language, botanical motifs and patterns, and principles for working with photography and digital communications. But the main result of the project was not a set of rules, SHTAYER gained a visual language of its own, one that grew out of its history and let the brand move forward. From quiet minimalism, to character. From "not disturbing sleep", to creating sleep itself.

The Results

The new visual system gave SHTAYER a language flexible enough to move across home textiles, hospitality, gift products, collaborations and digital communications, while staying recognizable everywhere it appears. It carried the brand from quiet minimalism into a system with genuine character, without breaking continuity with the identity clients already trusted.

SHTAYER, flexible visual system across different contexts

SHTAYER told this story in their own words in Real Branding Does Not Start With a Logo, on their blog, in Ukrainian: how they followed the minimalism wave, why the logo stopped keeping up with them, and the question that started the work.

How far that wave has spread, and what it costs a business, is in our article Why All Websites Look the Same, and What It Costs Your Business, which tells this story from both sides.

This project builds directly on the identity we first developed for SHTAYER, expanding it with a personal, botanical language rooted in the brand's own story. See the original identity in SHTAYER Brand Identity, and how it lives on the storefront in SHTAYER E-commerce.

How one brand evolved through two generations without ever being thrown away is part of our article When Not to Rebrand.

Read the full story behind this transformation in SHTAYER: Building a Brand for a New Generation. Visit the live site at shtayer.ua. Explore our Brand Identity services.

The brand identity work is complete. A new website, built on Laravel, is currently in development, replacing the platform SHTAYER's growing catalog and multi-language needs had outgrown. More on that kind of decision in When Does a Business Outgrow WordPress? We are documenting what the migration itself actually requires in The Website Migration Checklist Most Agencies Skip.

In the client's words

SHTAYER

Yulia and Tatiana

After Yevhen asked: “I can see how you have changed. What shall we do about the branding?”

It was after that question that we finally understood: the problem was not the logo. It simply could no longer keep up with us.

Справжній брендинг починається не з логотипаNovember 1, 2026 translation

Read in full shtayer.ua

SHTAYER Brand Identity 2026

Not textiles. Sleep itself.

In the client's words

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