Brooklinen is a Brooklyn-based sartup with a mission to deliver hotel-quality bedding at a fraction of the cost. Focused on quality, transparency and affordability, Brooklinen needed an accessible yet refined identity system that reflected their company ethos. One of the primary branding directives was to make men feel welcome within a historically female-leaning product space. The resulting custom logotype features bold lettering softened by fabric-like curves and folds, and the muted blue palette and pinstripe accents convey a subtle masculinity while maintaining broad appeal. Designed by http://www.avec.us/project/brooklinen/.