buyson sleep products

New child brand for Hilding Anders | Askona holding, oriented to marketplaces

Goals

To formulate a clear and readable marketplace-targeted brand for mattresses, pillows, blankets.
To portray the obviousness and simplicity of choice in a great scope of competing products.
To compare the proccess of selection with some elementary matter.

The essence

An unusual challenge for me was the development of a brand entirely focused on marketplaces.

Key chalenges:

extreme simplicity and visual idea clarity
totally digital product (no physical brand POS)

The base idea — “night mode”

To exploit the modern digital pattern used in many devices — night mode.

This is a very simple solution, but just necessary in a digital competitive environment to describe the process of buying a mattress, pillows in modern thinking patterns.

main tagline

turn the night mode on

Extremely simple and digitall-trendy — is what we need.

Logo and main idea show that you can do a simple choice of everything for optimal sleep in one click.

Even in one touch, just switching night mode on.

key features

Buy easy as moving the slider in the settings
Use both the light backgroung to show how the product looks and the night mode to show it’s comfort
Mimic the main visual of the brand under the device interface to show how easy it is to manage a purchase and even sleep.

day — night visual

we combine a bright “day” visual and a cozy night one as a continuation of the idea of simplicity of choice and healthy sleep.

Just turn on the night.

second trick: |

The next pattern of thinking that is convenient to use is the economy mode.

After all, the “night mode” in devices is designed precisely to save the charge. Let’s extend this pattern to our product as well!

subtitle for marketing

turn the economy mode on

Save your charge and save your money. Buy in sets.

The main idea of the brand is continued in the phenomenon of kits, convenient for purchase and profitable for sale. In a few touches, a lazy buyer can pick up a set for sleeping, starting with a bed and ending with a pillowcase, perfectly matching in size.