Linen is a luxurious natural fabric that's often seen as crisp and clean, but Planeta Design's branding for 'Dirty Linen' undoes all of these associations with a new identity that's sensual, a little gritty and definitely not afraid to get dirty.
With a careful choice of materials and typefaces, the brand is given a bold attitude. This is carried through in all of the details, from the front of the box that contains the bedding, to the tags on the sheets, which playfully hint at pleasure, sin and wicked fun.
Although the colors are fairly subdued, naturally, so is linen and it works incredibly well for this packaging. There's quite a bit of wordiness and plenty of descriptive adjectives, yet somehow there's still plenty left to the imagination.