‘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.

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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.

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And we aimed to deliver a wide-awake attitude in everything from pack copy to lifestyle photography

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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’

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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’.

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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.

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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.

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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

Silas Amos LTD.

Design Ideas & Strategy