I took over Instasleep's branding in the early stages before the official launch. Focusing on key messages of the company's mission statement, we were able to define the brand's characteristics and personality, their target market and expected demographic. These early discussions proved essential in shaping the brand's identity.
A key aspect of Instasleep's product was that is was a drug-free sleep aid that was also nonaddictive. We determined that we wanted the design to capture these benefits in a friendly, non-sterile manner.
The design process involved multiple iterations, where we conducted in person user testing with each variation to determine how users responded to the product and how well they understood its differences from typical pharmaceutical offerings. Our testing involved visiting a variety of retailer and placing our product in the relevant aisle to evaluate firstly, if the design stood out amongst dozens of other sleep aid's and secondly, if the product was instantly recognizable as a sleep aid.
Through the process, it became clear that we would need to strike a balance between familiarity (the packaging must make it clear this is a sleep aid) and uniqueness (the packaging must stand out from the surroundings).
Market-driven norms guided certain design decisions (the usage of dark purples and blues as a signifier of sleep-inducing benefits), while legal constraints guided others (the formatting of type and size on the product packaging as per FDA requirements).
Animated illustrations added dynamic material to the website, while colorful flat icons highlighted key statistics and benefits.
You can check out Instasleep here