Sleepgym is a wellness brand redefining rest as a performance tool. Positioned at the intersection of science and self-optimisation, it introduces a new philosophy: sleep is not passive—it's a skill. Targeting high-performing, wellness-obsessed individuals, Sleepgym invites consumers to train for better sleep the same way they would for strength, focus, or endurance.
Sleepgym needed a distinctive brand identity and strategy that could transform how people view rest—from a recovery state to an active pursuit. The challenge was to create a visual and verbal identity that balanced credibility with aspiration, appealing to a wellness-savvy audience while carving out a unique space in a saturated market of sleep aids and tech gadgets. The branding had to be chic, sporty, and culturally relevant—making sleep feel as aspirational as fitness and nutrition.
I led end-to-end brand development for Sleepgym, from strategy to identity.
Brand Strategy - Defined the brand’s purpose, positioning, values, and tone of voice. Sleepgym champions rest as active training, speaking to an audience that values longevity, performance, and measurable progress.
Logo Design - A sleek, typographic wordmark with athletic energy and modern restraint. The logomark hints at movement and precision—underlining the idea of rest as intentional practice.
Colour Palette - A confident, performance-inspired scheme of midnight navy, dark green , and warm neutrals designed to convey both calm and vitality, with room for lifestyle and content-driven applications.
Typography - A bold, editorial sans-serif pairing that speaks to structure, clarity, and modern performance culture.
Visual Direction & Creative Toolkit - Built a design system with space for motion, storytelling, and clarity. This included social media templates, art direction and a focus on grid system graphic design
Product & Packaging - I worked on the first iteration of all products and secondary packaging. From the mouth tape and nasal tape designs to their outer foil packaging.
Impact
The Sleepgym brand system establishes a strong foundation for growth in the wellness and performance space. With a visual and strategic identity that repositions sleep as a daily discipline, the brand now has the tools to engage a new kind of consumer—one who sees rest not as a luxury, but as the ultimate performance hack. Sleepgym launches with a confident voice, elevated aesthetic, and the clarity to lead a new movement in sleep culture.
