Sleepgym
Sleepgym
Branding a Performance-Driven Sleep Company
Branding a Performance-Driven Sleep Company
Branding a Performance-Driven Sleep Company
Services: Good Brand Blueprint – Brand Strategy, Identity, Design
Services: Good Brand Blueprint – Brand Strategy, Identity, Design
Services: Good Brand Blueprint – Brand Strategy, Identity, Design
project overview
Sleepgym is a wellness brand redefining rest as a performance tool. Positioned at the intersection of science and self-optimisation, it introduces a new philosophy: sleep is not passive—it's a skill. Targeting high-performing, wellness-obsessed individuals, Sleepgym invites consumers to train for better sleep the same way they would for strength, focus, or endurance.
Sleepgym is a wellness brand redefining rest as a performance tool. Positioned at the intersection of science and self-optimisation, it introduces a new philosophy: sleep is not passive—it's a skill. Targeting high-performing, wellness-obsessed individuals, Sleepgym invites consumers to train for better sleep the same way they would for strength, focus, or endurance.
Sleepgym is a wellness brand redefining rest as a performance tool. Positioned at the intersection of science and self-optimisation, it introduces a new philosophy: sleep is not passive—it's a skill. Targeting high-performing, wellness-obsessed individuals, Sleepgym invites consumers to train for better sleep the same way they would for strength, focus, or endurance.
challenge
Sleepgym needed a distinctive brand identity and strategy that could transform how people view rest—from a recovery state to an active pursuit. The challenge was to create a visual and verbal identity that balanced credibility with aspiration, appealing to a wellness-savvy audience while carving out a unique space in a saturated market of sleep aids and tech gadgets. The branding had to be chic, sporty, and culturally relevant—making sleep feel as aspirational as fitness and nutrition.
Sleepgym needed a distinctive brand identity and strategy that could transform how people view rest—from a recovery state to an active pursuit. The challenge was to create a visual and verbal identity that balanced credibility with aspiration, appealing to a wellness-savvy audience while carving out a unique space in a saturated market of sleep aids and tech gadgets. The branding had to be chic, sporty, and culturally relevant—making sleep feel as aspirational as fitness and nutrition.
Sleepgym needed a distinctive brand identity and strategy that could transform how people view rest—from a recovery state to an active pursuit. The challenge was to create a visual and verbal identity that balanced credibility with aspiration, appealing to a wellness-savvy audience while carving out a unique space in a saturated market of sleep aids and tech gadgets. The branding had to be chic, sporty, and culturally relevant—making sleep feel as aspirational as fitness and nutrition.
I led the brand development for Sleepgym from the ground up—shaping a clear strategic position, a compelling brand voice, and a bold, minimalist identity system built for flexibility across digital, product, and lifestyle applications.
Brand Strategy
Defined the brand’s purpose, positioning, values, and tone of voice. Sleepgym champions rest as active training, speaking to an audience that values longevity, performance, and measurable progress.
Logo Design
A sleek, typographic wordmark with athletic energy and modern restraint. The logomark hints at movement and precision—underlining the idea of rest as intentional practice.
Colour Palette
A confident, performance-inspired scheme of midnight navy, dark green , and warm neutrals designed to convey both calm and vitality, with room for lifestyle and content-driven applications.
Typography
A bold, editorial sans-serif pairing that speaks to structure, clarity, and modern performance culture.
Visual Direction & Creative Toolkit
Built a design system with space for motion, storytelling, and clarity. This included social media templates, art direction and a focus on grid system graphic design
Product & Packaging
I worked on the first iteration of all products and secondary packaging. From the mouth tape and nasal tape designs to their outer foil packaging.
Brand Strategy
Defined the brand’s purpose, positioning, values, and tone of voice. Sleepgym champions rest as active training, speaking to an audience that values longevity, performance, and measurable progress.
Logo Design
A sleek, typographic wordmark with athletic energy and modern restraint. The logomark hints at movement and precision—underlining the idea of rest as intentional practice.
Colour Palette
A confident, performance-inspired scheme of midnight navy, dark green , and warm neutrals designed to convey both calm and vitality, with room for lifestyle and content-driven applications.
Typography
A bold, editorial sans-serif pairing that speaks to structure, clarity, and modern performance culture.
Visual Direction & Creative Toolkit
Built a design system with space for motion, storytelling, and clarity. This included social media templates, art direction and a focus on grid system graphic design
Product & Packaging
I worked on the first iteration of all products and secondary packaging. From the mouth tape and nasal tape designs to their outer foil packaging.
impact
The Sleepgym brand system establishes a strong foundation for growth in the wellness and performance space. With a visual and strategic identity that repositions sleep as a daily discipline, the brand now has the tools to engage a new kind of consumer—one who sees rest not as a luxury, but as the ultimate performance hack. Sleepgym launches with a confident voice, elevated aesthetic, and the clarity to lead a new movement in sleep culture.
The Sleepgym brand system establishes a strong foundation for growth in the wellness and performance space. With a visual and strategic identity that repositions sleep as a daily discipline, the brand now has the tools to engage a new kind of consumer—one who sees rest not as a luxury, but as the ultimate performance hack. Sleepgym launches with a confident voice, elevated aesthetic, and the clarity to lead a new movement in sleep culture.
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say hello
contact us
hello@goodbrandday.com
contact us
hello@goodbrandday.com
contact us
hello@goodbrandday.com
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