Texas-based newborn sleep consultancy Sleep Origin has a fresh new look created by Rethink to stand out from the crowd and increase visibility. Previously, Sleep Origin was blending in with competitors due to its neutral tones and stock photography. The founder approached Rethink for a rebrand after being impressed by their previous work.
The design team at Rethink was thrilled to work on this project, as Sleep Origin was open to a new and unexpected branding direction. The goal was to help Sleep Origin expand its online presence with a new website, social media accounts, and educational tools. Rethink aimed to create a brand identity that would make Sleep Origin stand out and refresh its image.
Research showed that most brands in the category had similar neutral tones and stock photography, giving off a sleepy vibe rather than an energetic one. Rethink wanted to inject a sense of joy and excitement into Sleep Origin’s branding, moving away from the traditional baby industry aesthetic.
The new logo, featuring a swaddled baby icon, was designed to transition into sleep mode, symbolizing the consultancy’s focus. Animation played a key role in bringing the brand to life, especially with the logo. The toggle-styled business cards were designed to add a dynamic element to the brand and make a lasting impression on parents.
The illustrations were warm and approachable, aiming to educate new parents on sleep while also providing a sense of comfort. The color palette reflected different elements of bedtime, and the typography choice added warmth and clarity to the identity system. Rethink opted for a vibrant and punchy style to differentiate Sleep Origin from its competitors, using flash photography to capture the essence of nighttime moments.
To avoid the challenges of photographing newborns, hyper-realistic baby dolls were used in the visuals to create a realistic and engaging brand identity.