Sleepycat

STRATEGY
IDENTITY
BRANDING
PACKAGING
WEB DESIGN
PHOTOGRAPHY

Sleepycat is here to let you in on a secret - resting, sleeping, napping and relaxing are nothing to feel guilty about. In a world that encourages work intensity and hustle culture, Sleepycat is a haven of peace and calm.

Through products that are designed with the utmost comfort in mind, Sleepycat has generated quite a cult following of consumers and established itself as a worthy contender in the world of sleep.

Sleepycat came to us to help them find their voice in a sea of same-old mattress brands. We worked together to rebrand Sleepycat and make sleep exciting, refreshing and most importantly, relaxing again.

NARRATIVE-LED
STRATEGY

NARRATIVE-LED STRATEGY

The strategy began with an insight about our relationship with rest and relaxation, and morphed into a strong brand purpose - one where guilt plays no part in comfort. 

Our strategic process often ends with a story or narrative for the brand to take forward and see all the work come together.

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COMFORT

We designed the identity to reflect warmth and ooze friendliness. The colour pallete takes inspiration from the gentlest times of day, and the visual design system prioritises ease over everything else.

Sleepycat Logo Animation – With Zie 2

MEET ZIE!

She’s a sassy unbothered cat, who’s traded her FOMO for JOMO. She also happens to be the mascot we designed (part pillow - part cat) to keep things lively, relatable and fun.

She’s a sassy unbothered cat, who’s traded her FOMO for JOMO. She also happens to be the mascot we designed (part pillow - part cat) to keep things lively, relatable and fun.

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TONE OF VOICE

The tone of voice for Sleepycat was carefully crafted to reflect the strategy and brand purpose. Since much of the brand’s communication is in it’s messaging, it was important for us to set some guidelines for them to use.

IN APPLICATION

Seeing the brand come to life through its products can be really rewarding. Through embroidery, leather patches and a keen attention to detail, each Sleepycat product was re-imagined through the lens of the new brand system.

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THE GAME

This game came about as an extension of the playful language we ended up crafting for the brand. Find all of the following!

ORIGINAL ZIE, CAT BURGLAR, CAT OUT OF THE BAG, COPY CAT, SLEEPY DOG, BLACK CAT, SIAMESE TWINS, SCHRODINGER'S CAT, SCAREDY CAT, FISHBONE.

This game came about as an extension of the playful language we ended up crafting for the brand. Find all of the following!

ORIGINAL ZIE, CAT BURGLAR, CAT OUT OF THE BAG,
COPY CAT, SLEEPY DOG,
BLACK CAT, SIAMESE TWINS, SCHRODINGER'S CAT,
SCAREDY CAT, FISHBONE.

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NATURAL
AND MOODY

NATURAL AND MOODY

We wanted to ensure the photography stayed within our palette and explored comfort through moody lighting, natural scenarios and warm tones. We made sure to steer clear of clinical set-ups, unnatural scenes and overly white sets.

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GOING DIGITAL

GOING DIGITAL

We guided the Sleepycat team on how to use the new visual language to update their digital presence. We did this through creating a website template as well as designing emailers and creating a launch plan for their social media.

We guided the Sleepycat team on how to use the new visual language to update their digital presence. We did this through creating a website template as well as designing emailers and creating a launch plan for their social media.

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BEFORE

A snapshot of the brand, visual laguage and communication style prior to our engagement with the team:

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... AND AFTER

An overview of how much we were able to change the language, tone and life of the brand!

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PROJECT CREDITS

PROJECT CREDITS

Creative Director
Anushka Sani

Narrative & Strategy
Ajoy Advani

Lead Designers
Jyothi Iyer
Anisha Sirur

Harshita Borah

Project Management
Nishita Mohta
Aditi Rao

Design & Copy
Farshogar Vazifdar

Aishwarya Prabhala

Ganesh More
Simran Tapadia
Rohit Dasgupta


Project Operations
Luigson Fernandes
Arjun Singh

PHOTOGRAPHY
& FILM CREDITS

PHOTOGRAPHY & FILM CREDITS

Creative Director
Anushka Sani

Scriptwriter
Ajoy Advani



Photographer

Bharat Rawail



Production House

Silver Lining Pictures

Cast
Richisha Gulati
Anjana Bharadwaj
Devyani Mehra
Srishti Srivastava
Rheaa Sachdeva
Hunza Sabir
Sahib Singh Lamba
Eshaan Shanker
Ira Rai
Jaideep Singh
Kalpana Ajaney
Riyanka Acharya

Director
Kartik Dengle

Cinematographer
Sonu Singh

Lead Art Director
Harshita Borah

Production Manager
Aroushka D’Mello

Film Title Design
Jyothi Iyer



Logo Animation

Anisha Sirur

 

CLIENTS

CLIENTS

Kabir Siddiq
Kanishk Arya
Kruthika Subramanyam

Building Brands with Purpose

Building Brands with Purpose

© 2021 Thought Over Design

© 2021 Thought Over Design