Bringing wonder back to your nightly ritual.
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Overview
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.
PROJECT GOAL
The playful and mystical experience of a classical story-book should be recreated and modernize
The core brand must create a sense of peacefulness to the audience
This project must highlight the natural ingredients from each product as a important selling-point.
CHALLENGE
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.
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.
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.
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.
VISUAL IDENTITY & PACKAGING
Cōllective Design Agency
Creative Director
An Bui
Project Curator
Duy Nguyen
Tram Nguyen
