SHTAYER Brand Identity

For more than 20 years, SHTAYER had been manufacturing premium bedding for Ukraine's hospitality industry. The company's clients included many of the country's leading hotels and resorts, earning it a strong reputation in B2B.

What it didn't have was a consumer brand — no digital presence, and a visual identity that reflected an earlier era. It had served the business well for years, but it wasn't built for e-commerce, or for a younger generation of customers discovering the brand online for the first time.

What it didn't have was a consumer brand.

Our goal wasn't simply to redesign a logo. It was to create a visual identity that could bridge two worlds: preserving the credibility SHTAYER had built with professional buyers while making the brand relevant to the consumer market.

Launching a new website without first redefining the brand would have meant building a modern digital experience on top of an outdated visual foundation. The existing logo, typography, packaging, and marketing materials no longer reflected either the quality of the products or the direction in which the business was moving. The new identity needed to feel contemporary without becoming trendy, premium without becoming overly decorative, and flexible enough to support both wholesale and direct-to-consumer communication.

We chose a minimalist design language built around clarity, balance, and restraint. At the time, minimalism resonated with a new generation of customers inspired by brands such as Apple and Dyson, while also allowing the quality of the products to remain the center of attention.

The project included far more than a new logo. We developed a complete identity system covering typography, packaging, labels, stationery, printed materials, and digital assets, creating a consistent visual language across every customer touchpoint. From concept to production-ready brand assets, the entire identity system was completed in just three weeks.

The Results

The new identity became the visual foundation for SHTAYER's entry into the consumer market. It helped establish a consistent brand across digital and physical channels while influencing the company's product direction, leading to the introduction of minimalist bedding collections that reflected the new positioning.

Years later, as the business continued to grow, SHTAYER invited us to develop a second-generation identity. Rather than replacing the original system, the new direction expanded it with a richer emotional layer inspired by chinoiserie, giving the brand a more distinctive personality while preserving the trust and recognition built over the years.

For us, the project illustrates an important principle: successful brands don't evolve because the previous design failed. They evolve because the business has grown into something new.

See how this identity comes to life on the SHTAYER e-commerce website. Explore our Corporate Identity & Branding services.