Brand Identity
Design Research
Creating A Brand Identity That Provides
Warmth In The Night
6 Weeks
Figma, Photoshop, Illustrator, After Effects
Capstone
Brand Creation, Product Thinking, Visual Design
OVERVIEW
Eclipse crafts luxury sleep products designed to create a tranquil, restorative atmosphere. The brand identity reflects a commitment to premium quality, blending soothing aesthetics with functional design to elevate both sleep and space.
HIGHLIGHTS
DISCOVERY STAGE
THE FOUNDATION
THE PROBLEM
Many individuals suffer from poor sleep quality due to stressful lifestyles and environments that lack comfort and relaxation, which in turn impacts their physical, mental, and emotional health.
THE Competitors
LE LABO
Le Labo is known for its artisanal approach to fragrance, offering a range of meticulously crafted perfumes, candles, and home scents made with high-quality ingredients and personalized touches.
Strengths
Artisanal Craftsmanship
Unique Fragrance Offerings
Personalization
Weaknesses
Niche Appeal
Limited Accessibility
Simple Packaging
CASPAR
Casper is a leading direct-to-consumer mattress and sleep product brand founded in 2014. The brand aims to simplify the process of purchasing high-quality mattresses and sleep accessories, offering a range of products like pillows, bed frames, and bedding.
Strengths
Brand Recognition
Innovative Products
Convenience
Weaknesses
Limited Sensory Appeal
Narrow Focus on Mattresses
Lack of Emotional Branding
TOM DIXON
Tom Dixon offers a range of design-led home fragrance products, including candles, diffusers, and room sprays, characterized by innovative designs and premium materials.
Strengths
Innovative Design
Brand Recognition
Versatilit
Weaknesses
Higher Price Point
Limited Availability
Lack of Investment
BROOKLINEN
Brooklinen is a luxury bedding and home essentials brand founded in 2014. The brand specializes in high-quality, affordable sheets, duvets, and loungewear
Strengths
Modern Aesthetic
Premium Quality
Diverse Range
Weaknesses
Lacks Emotional Connection
Limited Innovation
Sustainability Concerns
ECLIPSE’S
APPROACH
Eclipse stands apart by uniquely focusing solely on the intersection of sleep and scents, fostering warmth and indulgence.
While competitors in the luxury market offer a range of products, Eclipse hones in on enhancing the sleep experience through meticulously crafted fragrances and products tailored to promote restful nights and rejuvenating mornings.
DEFINING STAGE
THE AUDIENCE
TARGET AUDIENCE
Demographics
Targets adults aged 23 to 55.
No specific gender bias; products appeal to both men and women.
Primarily upper-middle class
Urban and suburban areas where wellness and self-care are prioritized.
Psychographics
Appreciate beautiful design, elegant aesthetics, and luxurious experiences.
Actively seek ways to manage stress and create a calming environment in their daily lives.
Prioritize high-quality products and are willing to invest in items that enhance their lifestyle.
Behavioral
Actively seek solutions to improve their sleep quality and are willing to invest in products that contribute to better sleep hygiene.
Likely to become repeat buyers due to the quality and efficacy of the items.
Likely to engage with trends and practices related to self-care, relaxation rituals, and wellness routines
User PERSONA
Sophia Kota
34
Marketing Executive
Decatur, GA
Balancing the demands of her high-pressure job with her personal life, Sophia prioritizes self-care and relaxation.
Seeking solace from the stress, she values high-quality products that enhance her well-being.
Max Rossi
24
Financial Consultant
New York, NY
Despite his independence, Max seeks emotional fulfillment and connection in the bustling cityscape.
In his cozy home, he strives to find solace amidst the overwhelming city life, yearning to forge meaningful relationships and find tranquility.
Challenges
Despite her efforts, Sophia struggles to get restful sleep due to her busy schedule and has difficulty winding down at night.
Max feels a sense of isolation in urban life. He seeks opportunities to embrace meaningful connections in the city.
SOLUTIONS
Create calming senses to foster an environment in her daily night routine that promotes relaxation.
Products that provide comfort and promote emotional, particularly during moments before slumber.
VISUAL IDENTITY
THE IDENTITY
DESIGN PRINCIPLE
WARM ELEGANCE
Drawing inspiration from the natural world and the allure of the night sky, our products blend sumptuous textures and timeless aesthetics to envelop the senses and elevate the sleep experience.
BRAND IDENTITY
LOGO
Primary Logo
Secondary Logo
Lockups
Clear Space
BRAND IDENTITY
TYPOGRApHY + COLOR
SOLAR ORANGE
#F0661B
#636267
#090D2F
ATLAS GREY
ORBIT GREY
#CCCCCC
MIDNIGHT BLACK
#293036
ABYSS BLACK
#191818
#FFFFFF
TITAN BLUE
LUNAR WHITE
Primary Typeface
Lato
Aa Bb Cc Dd Ee Fe
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt
Ww Xx Yy Zz
Secondary Typeface
DESIGN STAGE
THE DESIGN
ECLIPSE WEBSITE
ADVERTISING
PACKAGING
STATIONERY
SPATIAL DESIGN
CONCLUSION
TAKEAWAYS
Took a deep dive into research to build a strong concept, which really helped connect the brand’s story to the visuals.
Fully enjoyed having the freedom to shape the brand’s full look and feel, bringing together all the little details to make it cohesive.
Learned a lot about how textures, tones, and materials can subtly shift a brand’s whole personality.
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