Odaya Home packaging needed to reflect the craftsmanship of the handstitched lace used and the symbolic value of the ornaments. The figure of a peacock, the core element in Odaya Home’s first Care and Love Collection, is a traditional guardian of the home. The packaging design developed the peacock image into a fine golden web of feathers, reminiscing lace-making itself. The brand story is told on the inside of the lid of the gift box, while delicate tissue paper with the brand's slogan "You belong and this is home, Odaya Home" provides a tender wrap for the fine cotton sateen fabric inside.

Elena Gamalova has been working in the design field for more than 15 years, from startups to global brands and institutions. During her career so far, almost half of which she has spent in Paris, she contributed to the development of visual identities, brand strategies, cross-channel promotional campaigns, product development, and packaging. Her work was featured in Packaging of the World, the Dieline, World Brand Design Society, Best of Branding. One of her packaging projects - was part of the 10 best and most appreciated projects of May 2020, on Packaging of the World. She believes that design can contribute to our society and be considered as a strategic and problem-solving tool.

Odaya Home aims to bring together tradition and modernity, craftsmanship and creativity, history and innovation. The artisans are the living heritage of Bulgaria’s centuries-old tradition in handmade textile creation, used for comfort and warmth, standing for timeless beauty and value. Weaving, embroidery, crochet, and the lace have traditionally been crafts that are passed from mother to daughter. Skills to master quality and develop unique designs have been taught through the lifetimes of generations working together. Designs are unearthed from dusted books and samples hidden in wooden treasure chests in homes that were once bustling with life in the picturesque mountain villages of Bulgaria. They resonate with the enchantments of generations of women who wove them at night when day work was done and kids were in bed. The stories told during those nights, often sung, gave meaning to the experience of owning and using the piece and made it an heirloom that was usually a centerpiece in the family home. Building on the above, our modern home textile products are exquisitely put together with uncompromising attention to detail from fiber to package, using contemporary sustainably produced raw materials on top of the artisanal skills of women. We uncover, develop and fervently safeguard the meaning and beauty of the design, as well as the uncompromising quality of the final product.