Shleep product packaging featuring whimsical design and tagline "Sleep for sheep-counting people."
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Shleep

Bringing wonder back to your nightly ritual.

    Overview

    The story that begins at lights out.

    Shleep was born from a simple but soulful mission: to help people reconnect with the lost art of rest. In a world that rarely slows down, Shleep offers a gentle return to the quiet, mystical world of dreams—through organic, sleep-enhancing products wrapped in storytelling and charm.

     

    The brand identity leans fully into this dreamlike universe. From its quirky serif typeface and whimsical logo to its soft, twilight-inspired color palette and rich illustrations, every element was designed to evoke a sense of wonder. Each product is tucked into a storybook-style package, imagined as a “chapter” in the larger narrative of restful living.

    • Client

      Shleep

    • Year

      2022

    • Industry

      Healthcare & Hospitality

      Retail & Consumer Brands

    • Scope

      Brand Identity

      Packaging

    Shleep Kit box with whimsical design featuring a sheep and vibrant colors, set against a dark background.

    PROJECT GOAL

    A magical experience

    The playful and mystical experience of a classical story-book should be recreated and modernize

    Soothing to the eyes

    The core brand must create a sense of peacefulness to the audience

    Organic ingredients

    This project must highlight the natural ingredients from each product as a important selling-point.

     

    Colorful illustrated cards displayed alongside a book about sleep, featuring whimsical designs and engaging text.

    CHALLENGE

    The enchantment of sleep in modern life

    The challenge of this project was to conceptualize a product that rekindles the enchantment of sleep in modern life. Emphasizing the connection between the magic of dreams and sleep-enhancing aids, the key concept focused on creating organic products suitable for daily use. As a result, Shleep was developed—a solution aimed at assisting sleep-deprived individuals in achieving a restful night's sleep. Through an online subscription service, Shleep delivers a monthly Shleep Kit containing organic and natural ingredients, with the option for refills-on-request, ensuring a consistent supply of sleep aids.

    Logo design for Shleep, featuring four color variations: purple, teal, gold, and light purple, on a dark background.
    Typography sample featuring main heading typeface 'Bluu Next Bold' and body typeface 'Baskerville Family,' showcasing uppercase and lowercase letters.

    GRAPHIC SYSTEM

    The logo mark focused on the typography (featuring a hard, quirky serif) and a symbol eye-lash-like mark that represent sleep, tea-drops and the half-crescent moon
    The color thus follow suit, showcasing a wide range of hues (lavender,teal,mustard, and pearl white) that pop but remains soothing to the eyes.
    The main illustration also feature the brand's mascot sleeping, and a whole range of organic plants and herbs, suggesting a mystical amd magical experience.

    Whimsical illustrations of a sleeping sheep in dreamy forest settings, surrounded by plants and moonlight.
    Stylized letters and floral illustrations on a dark background, featuring lavender and various botanical designs.

    PACKAGING DESIGN

    The packaging for the kit is envisoned to be a kind of magical story-book, and open like a book. As such, the copy is crafted to look like text from a classic book, with a adventure-book voice and set a magical tone. The product boxes are inspired from illuminated manualscript with boxed-in flourishes and decorations. Working together, they form a cohesive system that suggest discovery and exploration of the packaging.

    Colorful packaging design for the Shleep Kit, featuring various boxes and informational text about sleep products.

    INDIVIDUAL PRODUCT BOX

    Each product feature a key illustration that highlight the ingredient, which is also echoed by a simplified line-art when the box is opened.
    The name of the product is stylized: "The Salt of Lavender" for Lavender bath-bomb or "Cottoned peace" for cotton earplugs.
    The typography and composition is minimal and simple to not only clarify the content but also create contrast against the other packaging system.

    Purple sleep tray with the text "Sleep Deeply" displayed prominently. Ideal for promoting restful sleep.
    Elegant packaging of Shleep Kit featuring two open boxes with assorted products, showcasing a chic design and calming colors.
    Lavender sleep supplement in a glass jar and a stylish, dark blue box. Ideal for relaxation and sleep support.
    Silk eye mask packaging featuring an open box with a sleek design, ideal for sleep enhancement.
    Packaging design for Cotton Wax Earplugs featuring a jar with cotton and beeswax earplugs. Modern, elegant presentation.
    Blue box containing several packets labeled "Passion" with a floral design, arranged neatly inside.

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    Sleep kit featuring a dark-themed design, including various cards and canisters for relaxation and sleep enhancement.

    VISUAL IDENTITY & PACKAGING

    Cōllective Design Agency

    Creative Director

    An Bui

    Project Curator

    Duy Nguyen
    Tram Nguyen

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