Sleep Thins

These thin dissolving strips are easy to consume for anyone and were named Thins after its skinny quality. I wanted to convey that ‘thin’ trait visually in the logotype, on top of the sleep function it provides.

The logotype takes graphic cues from the squishy, fluffy characteristics of pillows while retaining the extremely tall & condensed look from the ‘thin’ trait. We aimed to make it stand out on a shelf with a lighthearted, visually curious impression.

Thins was conceptualized as a series of products with different functionalities, Sleep Thins was the first of them.  We wanted each product to be uniquely different, visually embodying the individual functions & benefits in the ‘Thins’ wordmark.

To ensure typographic consistency among different types of Thins, each wordmark would use the same tall & condensed type base, Druk XX Condensed, to develop its individual, stylized variant. Each wordmark would also be accompanied by a bottom shadow layer, for greater emphasis & texture on the logotype.

A tranquil, lavender purple was chosen to represent sleep, and also act as a call-back to one of the key ingredients in Sleep Thins. A distinct cucumber green was chosen as an accent colour to contrast the lavender & highlight the smaller visual details on the packaging.

Sleep Thins uses a pocket-sized, sliding matte metal tin as packaging, for easy accessibility to the sachets inside.  The embossing on the logotype gives an extra tactile feel on the tin, it also accentuates the pillow-y characteristics of the wordmark.

Each tin of Sleep Thins also comes with an accordion booklet of ingredients and their benefits, as well as usage instructions. The booklet’s ingredients are showcased with minimalist graphics I created that support the information content.

Sleep Thins is sold on both the Noah & Zoey websites as supplements on their respective product pages. I planned and designed the Zoey product page within the Zoey brand & website system, while I refreshed & built upon the original Noah product page. The product pages were structured to be visually appealing yet also include the optimal amount of product information needed regarding consumer type, usage, function and benefits.

Both Noah & Zoey product pages had a changing real-time clock with different witty liners regarding getting a good night's sleep. The lines change every hour as the clock is updated.

The product pages were also designed across responsive displays from wide screens to mobile formats while retaining legibility and art direction.

I planned and art directed asset creation for the product’s launch. Together with our 3D designer, we created a suite of 3D assets of the Sleep Thins’ ingredients, sachets, dissolving strips and tin packaging for marketing and brand use across different channels for both the Noah and Zoey brands.