LULLEY
date
DECEMBER 2024
ROLE
CREATIVE DIRECTION
BRAND STRATEGY
RE-BRANDING
BRAND GUIDELINES
LOGO DESIGN
PACKAGING DESIGN
Challenge
Develop a cohesive and compelling brand identity for a sleep product will resonate with Gen Z and Millennial consumers. The brand must stand out in a saturated sleep market, communicate the product’s unique benefits, and overcome skepticism in consumer behavior due to the unfamiliarity with the product format (oral sleep strips instead of sleeping pills/gummies).
Goal
Position Lulley as a go-to solution for sleep-related issues among a younger audience through strategic branding and visual identity design, establishing a recognizable and relatable brand presence, generating more awareness and sales.
SOLUTION
Craft a brand strategy and design a brand identity that aligns with the mental health and wellness priorities of Gen Z and Millennials, fostering loyalty and advocacy. With the re-brand of the logo, packaging, and overall messaging, the new branding visually impacts purchase decisions by captivating attention and fostering loyalty, creating trust and emotional connection.
