Plantule is a pillow brand with a simple, plant-based composition for pure, natural sleep and relaxation.
Plantule pillows are filled with natural cereal hulls, so they take any form to keep them comfortable at all times. Other brand products include quilts, mattresses, hot water bottles, as well as yoga and meditation accessories.
Communication and brand identity had been focused on emphasizing the ecological character of the products and love for nature, but failed to mention the benefits of their health and relaxation.
During joint workshops, we developed a new brand strategy, in which we focused on sleep as the basis for human functioning. Sleep is necessary to feel good, it is essential for the health of the body and mind, for better concentration, emotional balance, proper metabolism and even better appearance. The new positioning became the starting point for the rebranding process, which included visual identity and a packaging system.
In our graphic solution, we departed from the typical style of ecological brands. We designed a brand mark that refers to the phases of the moon as a symbol of sleep, as well as a logotype with a subtle reference to nature in the cut details. A new, bold color palette made it possible to distinguish it from the competition. On the packaging, we highlight health properties in the form of capsules, symbolizing a remedy for various ailments.
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