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.
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.
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.
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.
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.
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.
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.
BEFORE
A snapshot of the brand, visual laguage and communication style prior to our engagement with the team:
... AND AFTER
An overview of how much we were able to change the language, tone and life of the brand!
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