GRETES
SUSTAINABLE FASHION
Requirement
When Gretes made the pivotal decision to transition from natural silk to a plant-based, sustainable alternative, it faced a unique challenge: how to retain its loyal customers who cherished the feel of traditional silk, while also attracting a new generation of eco-conscious consumers. Striking the right balance in messaging—one that honored the brand’s heritage yet embraced its future—became essential to uniting these two distinct audiences.
Solution
To bridge the gap between traditional silk enthusiasts and eco-conscious newcomers, Gretes positioned its new plant-based silk as an evolution rather than a departure—highlighting its luxurious texture and elegance that mirrors natural silk, while emphasizing its sustainable origins and environmental benefits. Through storytelling that celebrated the craftsmanship behind both materials and transparent communication about the reasons for change, the brand created a narrative of continuity and innovation. Limited-edition pieces inspired by classic silk designs were introduced to ease loyal customers into the transition, while collaborations with sustainability influencers attracted the attention of the modern, mindful fashion audience—effectively creating a unified brand experience that spoke to both worlds.
67%
INCREASE IN WEBSITE TRAFFIC
33%
BOOST IN SOCIAL MEDIA FOLLOWERS
59%
UPLIFT IN PRODUCT SALES
Design Value
What Sets It Apart
As a sleepwear brand, Gretes has always been closely associated with the concept of dreaming. However, from this new perspective, Gretes transforms into a continuous experience of comfort and nature-inspired dreaming that extends beyond the night and into the entire day.
This shift led us to merge modern innovation with timeless luxury. In the visual identity, this balance is reflected through typography—where a clean, contemporary Grotesk Sans Serif conveys modernity, contrasted with a graceful Script font reminiscent of handwritten royal letters, evoking a sense of classic elegance. The photography and color palette evoke a gentle, innocent atmosphere, subtly layered with imaginative undertones and a refined sensuality.