Brand Identity Design
This is a Brand identity package created from scratch which includes logo and variations, homepage website design, swing tag, label design and a video clip for social media.
It was awarded The Best Fashion Logo Designs 2024 by DesignRush – a B2B marketplace connecting businesses with designers and agencies.
brief
Slumbr Co. Are a pyjama brand dedicated to making you look and feel fabulous before you go to bed & when you wake up. Their pyjamas are the highest quality bamboo and organic cotton fabric and have a variety of styles to suits everyone’s needs.
Challenges
As a sleepwear company with sustainability as their ethos, quality that lasts is a main driver. This also means there is less of a variety of styles and less price reductions in contrast to fast fashion produced clothes.
It is about showing the online shopper that less is more and this makes a positive impact whilst appreciating what you have.
The available range still has impressive styles for different needs to show not just beautiful design but that they feel superior because Slumbr pyjamas are meant to last. The brand wants to bring across the company’s intention of quality and wellbeing with blogs for sleep care, rituals, journalling etc. This is also an opportunity to collaborate with likeminded sustainable brands e.g. for candles and natural home ranges to emphasise quality, appreciating beauty but also sustainability.
Brand Attributes
Quality – Beauty – Comfort – Self care – Sustainability
MOODBOARDING & LOGO
Moodboard
Inspiration for the moodboard comes from flowing female illustrations. A relaxing feel not only when sleeping and from Japanese style art is meant to show the comfortable range. Soft pink and teal tones underline the beauty aspect whilst a dark warm to violet dark blue gives a sensual and still actively beautiful feel.
Logo Process
I sketched a lot of swing and dreamy ideas, cotton or similar blossoms and decided to stick with the wordmark.
Final Logo with Variations
The whole Slumbr Co brand experience is having a restful sleep but also feeling beautiful in their pyjamas before and after the sleep. I wanted the font to represent luxury and sweet dreams as well being soft and playful. They logomark with the eye symbolises that it is sleepwear and would fit well on clothes labels.
Clothes Labelling
Swing tags and labels are complimented with a round harmonising sans serif font to convey product information.
Web Design (UI)
High Fidelity wireframes of the landing page desktop version
It’s always a fine line between more bold design and user friendliness, so in the end I kept the landing page quite minimal and clean.
Promo Video
As an example of social media posts, the account can be mixed up with static posts, carousels and short videos with a range of different topics.
Contact me to visualise your branding.
