step into the covers of: sleepBD
creative direction
For SleepBD, the creative direction was built around bringing together informative content with the more aspirational side of sleep, self-care and wellbeing. Rather than positioning SleepBD solely as a sleep supplement brand, we wanted to create a direction that explores sleep as part of a wider approach to health, recovery and feeling good.
A key focus throughout the direction was finding the balance between educating the audience and romanticising the everyday rituals that support wellbeing. From sleep and recovery to nutrition, health and self-care, the content aims to make taking care of yourself feel both valuable and desirable, with the SleepBD sleep masks becoming a recurring signature throughout the content
From these creative pillars, we developed a content strategy that brings together education and inspiration to create a more complete perspective on wellbeing.
For the shoots, the products were always the main focus. They are primarily placed in inspiring, natural self-care and sleepcare settings, as well as in everyday environments where customers would naturally use the products to create an essential feeling. We have showed the products in the moments when they would actually be used, for example, in the bathroom during an evening routine, next to the bed, or while preparing food or a drink. We have also showed the products combined with substances or elements that enhance the creative feel and experience like taste and color of the CBD oil. This allows us to create content that not only showcases the products, but also communicates the feeling of the formula and lifestyle surrounding SleepBD.
shoots & content creation
graphic design
For the graphic design we focused on informative and educational content around the sleep supplements and everyday wellbeing. This includes product education, night routines, CBD drink recipes, nutrition tips and sleep hygiene based on scientific research. The goal was to make the designs feel informative and accessible, while staying within the calm, inspiring and recognizable visual world of SleepBD.
*At the request of the owner of SleepBD. Since the budget is limited, they also suggested that AI surrealism content could be a really cool direction for variation.
