‘Every great day starts the night before’ said the brief. The implications for design were clear – wake up a sleepy category with visual energy. More morning glass of OJ, less the cosy mug of bedtime coco.
The product strategy was simple – just one design in various sizes. So the branding aimed to be beautifully simple and simply beautiful to reflect this.
And we aimed to deliver a wide-awake attitude in everything from pack copy to lifestyle photography
With start-up funds limited, we built a design campaign to give this online brand a pulse, using the mattress as a canvas for creativity. The edition above is artist David Shillinglaws answer to the brief ‘show us your ’perfect start to your day’
Another edition used a bespoke alphabet by designer and artist Supermundane to create personalised monograms. The ideal initialised wedding gift for a couple setting out on their ‘perfect start’.
A brand mascot (here as a glorious ceramic bedside ornament) was created by artist Mr Clement. ‘Evie’ represents the ‘up with the larks’ positivity of eve sleeps can do spirit.
Finland led the way in showing that ‘Baby Boxes’ can be the perfect start to infants first days and nights. The eve version featured a beautiful decoration and limited edition wall print by design legend Clifford Richards, who brightened my own early days with his beautiful packaging work in the early seventies.
The grown up and infant brand marks.
- Client:eve sleep
- Original concept and brand design Silas Amos with Daniela Nunzi-Mihranian, Studio Minerva
- Artisits shown: David Shillinglaw, Supermundane, Clifford Richards, Mr Clement.
- Concepts, design strategy and creative direction: Silas Amos