Partnership will see how to use the color in various spaces.

License Global

February 22, 2024

2 Min Read
An image of a bird created with Peach Fuzz.
An image of a bird created with Peach Fuzz. Pantone/WeWantMore

New York-based Ultrafabrics has tapped Belgium-based WeWantMore Studio to develop brand imagery to launch its partnership with Pantone’s 2024 Color of the Year, Peach Fuzz. Ultrafabrics creates performance fabric and focuses on the real-world application of color, so it’s the perfect partner for Pantone to explore how this color manifests in conceptual and actual spaces.  

“What we focus on is not only how to get the attention of a brand’s consumer, but how do we bring value to it?” says Ruud Belmans, founder, WeWantMore. “We need to respect their time by bringing levity, inspiration and captivating their imagination. We start with the essence of the brand, its values and ideas. There are no digital tools, including AI, that can substitute for the excellence of a well-researched idea. Then we use everything in our toolbox to bring that to life.” 

The 2024 Color of the Year, Peach Fuzz, is a velvety, gentle peach with an all-embracing spirit that enriches the mind and body and offers peace and respite in a stressful world. Using AI as a design tool, WeWantMore created a hero image of a delicate bird perched in its home – a nest made from gently twisted, peach-colored Ultrafabrics – surrounded by a bed of flowers.  

“The soft and tactile nest embodies the sensation and softness of Ultrafabrics product and the essence of the peach color, but from a brand perspective, ‘The Nest’ is a conceptual theme for the brand to execute multiple activations in 2024 exploring how fabrics, color and the build environment can offer tactility, comfort and warmth,” says Eric Leurquin, creative director WeWantMore. “We instructed the AI to replicate the surface pattern and high-quality weight of Ultrafabrics to serve as the main structure of the nest, and then added in a sense of wild dreaminess. ‘The Nest’ also serves as a platform to demystify technology and encourage the exploration of uncharted visual territories.” 

Related:New Motorola Devices Feature the Pantone Color of the Year

A major component of Ultrafabrics’ partnership with Pantone is a launch of a palette of colors that support the color of the year. 2024 sees the launch of the Sanctuary Palette that WeWantMore conceptualized into two spaces – a lounge and a meditation space. 

“We asked WeWantMore to envision the full Sanctuary textile palette in a way that grabs your attention and has our audience engaging in design discussion, which is its intention,” says Nicole Meier, director, branding, Ultrafabrics. “It’s the start of a conversation, not the end.” 

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License Global

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