Evoking a sense of softness, the rounded corners of the wordmark subtly call to the relaxed feeling that you receive from a good night’s rest while the clean characters of the font create an association with trust. A simplistic Illustration of the five sleep stages we experience with a good night’s rest, the varying lines in the brandmark represent the different frequencies and durations of the sleep stages throughout the night.

Proper’s primary blue was chosen to create a feeling of trust and call to the sense of relaxation associated with a well-rested user. The deeper shade of the Proper Dark Blue brings balance and sophistication to the monotone palette, while the Light Blue calls to calm and tranquility.

In choosing a sans-serif headline font with varied line weights, there is a nice balance of personality and sophistication. By pairing the headline font with a clean sans-serif, the typography is strongly readable and helps to establish credibility.

Tasked with the goal of creating packaging that set Proper apart when placed in retail settings next to competitors, we chose a heavy, reusable glass bottle, in a custom blue that helps to validate the idea of spending more, while establishing an association of trust and the highest quality.

Looking to execute the brand identity design across their digital channels, Proper approached us for a system of ownable social media templates they could use in organic and paid posting. Designing elements that would serve to highlight, frame, and direct attention to various uses of text and imagery, we provided Proper with a set of templates that remain unique to the brand while achieving longevity of use.

We were under a very short timeline, and Unspoken Agreement was able to take a diverse set of opinions within our founding team + information about our target audience to create a set of fantastic design directions to explore. They were incredibly thoughtful about our brand identity in particular and fought to bring the story behind our logo and wordmark that spoke true to what our company mission is all about. We've worked closely for months now, and I will say that Unspoken Agreement is extremely professional, communicative, and able to take feedback extremely well.