in between
WHAT
Brand Strategy, Branding, Photography
WHEN
May 2025
They’re not just another linen brand. In Between is a passport to a European summer—no plane ticket required.
Born from the magic of sun-soaked escapes, their linen is designed to bring the luxury of a European holiday straight to your bedroom. Think the slow charm of the French countryside, the sultry romance of the Italian coast, and the golden haze of Mediterranean afternoons. It’s that feeling of bare feet on cool tile, salty hair on crisp sheets, and lazy mornings that melt into wine-soaked evenings.
Everything created is made to feel inviting—like an open window with billowing linen curtains and the scent of the sea breeze floating through. It’s romantic. Dreamy. A little flirty. And yet, undeniably elevated.
We’ve carefully balanced softness and sophistication with a bold, cheeky wink. The branding leans into playful layouts, unexpected twists, and standout design that feels just as fresh and daring as a Vespa ride through coastal streets. Funky, identifiable, and full of personality—turning heads while keeping things effortlessly chic.
This is linen that doesn’t just look beautiful—it feels like something more. Like a deep exhale. Like a love letter. Like a slow, dreamy summer you never want to end—to make your everyday feel like a getaway.
Because who says you can’t wake up in Positano—even on a Tuesday?
Placing the slogan in brackets and nestling it right “in between” the logo wasn’t just a design decision, it was a cheeky little wink to the brand name. It’s clever, it’s unexpected, and works perfectly.
The fonts? Think hand typed letters on sun-kissed paper, scribbled while lounging on a windowsill overlooking the Mediterranean. They channel that breezy, handwritten charm that screams “European summer,” with a warm, personal touch that makes everything feel just a little more magical.
And then there’s the thank you card cut into the shape of a hotel door hanger because, why not? It’s playful, it’s outside-the-box, and it perfectly captures that feeling of being on a dreamy vacation. It’s not just a card, it’s an invitation to slow down, to wander, to dream.