Press release —
Steamery unveils a new visual identity to fuel further global growth
Steamery unveils a new visual identity and redesigned website as part of a broader brand evolution aimed at strengthening its position. Following 109% growth in the U.S., the Stockholm-based challenger brand is evolving its expression to reflect its growing global presence and long-term vision for the brand.
Founded in 2013, Steamery has helped define the modern garment care category through its combination of Scandinavian design and functionality. Over the past decade, the brand has grown into a global name known for bringing garment care into a more design-conscious and contemporary context.
A natural evolution
“This is not a reinvention, but a natural evolution. Design leadership comes from having a clear point of view and a strong foundation. We were pioneers in modern garment care, and this evolution reflects our ambition to continue leading the category while elevating the brand,” says Raphael Matzker, CEO at Steamery.
A new visual direction
As a first step in this evolution, Steamery introduces a new logo and redesigned website.
The new visual identity reflects a more mature and elevated expression, inspired by fashion, culture, and contemporary living. Moving away from purely minimal aesthetic, the updated direction introduces a richer and more expressive visual language while remaining grounded in the brand’s Scandinavian foundation.
The redesigned website introduces a more immersive digital experience centered around textile care, garment knowledge, and the sensorial aspects of using Steamery products — bringing visitors deeper into the world of the brand through richer storytelling, imagery, and editorial content.
“The new logo and website allowed us to create a more complete expression of the brand. We wanted the experience to feel more immersive and tactile, while reflecting our perspective on textile care, design, and the sensorial aspects of using our products,” says Emily Rydin CMO at Steamery.
Looking ahead
The rebrand marks a step towards further strengthening Steamery’s distinct identity, elevating its global position, and opening up for future growth. What remains unchanged is the company’s belief that care is never just maintenance — it is a way to extend the life of what we value.
The new visual identity was developed in collaboration with Moses Voigt and Martin Thomasson (Dossier Services). The redesigned website was created together with Ateljé Altmann.
