Bringing a fresh look to a radical new supplement and tech platform that is anything but sleepy.

Brand Identity, Packaging Design, and Art Direction for Proper, based in New York, NY.

Proper Sleep provides a modern and individualized approach to achieving long-term sleep health, offering evidence-backed tips and coaching for better sleep.

Brand Identity, Packaging Design, 3D Renderings, Product Photography, Social Media Design, Art Direction

Unspoken Agreement, Robin Kannard, Saxon Campbell, Neil Jackson

03 - Cylinder Shadow.mp4

The design goals for Proper were to create a brand identity that was clean, modern, and soothing. We wanted to communicate a sense of trust and credibility through the brand identity.

The typography, layout, and color scheme were consistent with the brand's mission to offer evidence-backed sleep solutions.

Design Goals

We wanted to differentiate Proper from other sleep products on the market by focusing on the personalized approach to sleep health. We chose a clean and modern sans-serif font for the typography to communicate the brand's contemporary approach.

We selected a soothing dark blue color that was often associated with calmness and relaxation. We used a simple layout with plenty of white space to keep the design clean and uncluttered.

Our Process

04 - Proper Sleep - Wordmark - Animation.mp4

04 - Proper Sleep - Brandmark - Animation.mp4

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.

05 - Proper Sleep - Details Animation.mp4

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.

Proper

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