Sleeper
Goal
To develop a branding for a mattress manufacturer. A product for family use, the decision to purchase is mostly taken by a woman
- Design
- Communication
- Strategy
Core target audience
- A 27-35-year-old woman
- Active life philosophy; she values her time
- She leads a healthy lifestyle
- Independent, holds a management position
- Upper-middle-income
Target audience
- A 25-40-year-old woman
- Married and has children
- A lot of responsibilities, job, husband, children
- Middle-income
- She likes to make smart purchases, is ready to pay more for a useful, quality thing
- She balances between healthy harmonious relationships and employment
- Values her time
Brand character
- Reliable
- Progressive
- Caring
- Open
Brand values
- Comfort
- Health
- Quality
- Calm
- Relax
Brand essence
- The brand essence is a perfect mattress for healthy sleep
The brand metaphor is clouds
The brand positioning
A daily feeling of a cheerful, pleasant state, thanks to a healthy sleep, like on the clouds
Tag-line
Maximum comfort and sound sleep all night
The logo shows reliability, modernity, calm. Also, a couple of people who are resting is reflected in the sign (ligature of two E letters).
Style elements
A visual style guideline was also compiled
A daily feeling of a cheerful, pleasant state, thanks to a healthy sleep, like on the clouds
Sketches and idea search
Digitalizing the ideas. The result of the designer’s work
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6
Art director
1. Make the feather more neat and harmonious2. No, it’s not readable
3. Too aggressive, try to use some other way to the best effect
4. Let’s show to the client
5. No, it’s not readable
6. We can mislead the audience about the mattress materials so it’s a no
Draw some other options
Designer
ОkThe designer has sent new options
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4
Art director
You can prepare these options for presentation. We’re showing them to the client.Showing the following options to the client
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5
Client
Option 1 and 5 are a no, as they echo with competitors.Option 4 is a no too as it may be misleading that we have a spring mattress, and we have spring-less ones.
Option 2 is interesting, only the image of the sleepy person is visualized. It should be with the capital S. Look for more solutions in this concept.
I don’t like the option 3.
New options
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2
Designer
I’m sending the options.Art director
2. Yes, prepare the presentation.Showing the option to the client
Client
Yes, that’s the one!Developing the style elements
We use the Helvetica font. It supports the modern and progressive nature of the brand
A B C D E F G H I J K L M N O P R Q S T U V W X Y Z a b c d e f g h i j k l m n o p r q s t u v w x y z
The colors represent relax, calm and comfort
The corporate pattern of the starry sky connects the brand metaphor and values
Designer
I’m preparing a corporate identity.Client
Great! Option 1!Implementing the developed style on all media
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