Apapacho is a bedding brand inspired by a word with no direct translation — a loving embrace that offers comfort and emotional care. The brand brings this feeling into everyday rest, transforming bedding into an experience of calm, warmth, and protection.
BRAND DIRECTOR
VISUAL IDENTITY
BRAND CONCEPT
PACKAGING
UX DESIGN
ART DIRECTION
The objective was to translate emotional comfort into a visual system — soft yet structured, calm yet expressive. The identity needed to feel intimate and human while remaining clear, contemporary, and functional across digital and physical touchpoints.
A muted palette of warm whites and cloud blues sets a serene tone, while rounded typography and generous spacing evoke softness and ease. Subtle details, like the curved a in the logotype, reference the fold of a blanket or a protective gesture — small design decisions that reinforce the brand’s emotional core.
Digital Presence: The website and social media channels were designed as extensions of the brand’s calm atmosphere. Soft imagery, pastel tones, and minimal layouts create a sense of visual pause, guiding users through the experience with clarity and warmth.
Brand Experience: From packaging and stationery to merchandise, the identity remains cohesive across all physical touchpoints. Materials, finishes, and typography were carefully selected to extend the feeling of comfort beyond the screen.
