Yumeko Hemp Bedding Launch
Softer than it sounds. Hemp has a reputation for rough edges, but Yumeko's version is something else entirely: a naturally temperature-regulating textile that gets softer with every wash.
Yumeko is rooted in sustainability, and hemp is one of the most compelling materials to prove it. The plant grows fast, needs little water, improves soil structure, absorbs COâ‚‚ and supports biodiversity. What that yields is a natural fibre with a subtle sheen and genuine breathability. A premium sleep ritual with minimal impact.
For this launch, I developed the visual concept and took it through to execution, from the first art direction to the final campaign imagery. The goal was to let the material speak for itself: raw and honest, but undeniably luxurious. Natural light, undone beds, the quiet intimacy of a slow morning.
A product that challenges what people think they know. A visual language built to match.
Concept & Art Direction: Luna van der Kwaak
Creative Director: Maartje Mastboom
Photography: Peggy Janssen
