Truewake is dedicated to curative sleepwear and helping people achieve a deeper, more relaxed, and restorative night's sleep. They are on a mission to help people live healthy lives. Sleeping is a core component of that, which is why they make the best sleepwear on the planet with innovative fabrics and designs.

My journey with TrueWake began by delving into the brand's vision and goals. Through in-depth conversations and a brand questionnaire, I gained insights that shaped the entire creative direction. TrueWake aimed to offer more than just sleepwear – it sought to provide a premium lifestyle experience, focusing on comfort, luxury, and relaxation. To visually capture this, I created a moodboard reflecting playful and soft energy. This moodboard served as our compass, instantly instilling a sense of relaxation.

The primary logo for Truewake is a minimal custom wordmark thoughtfully created to evoke a luxurious lifestyle. In tandem, the secondary logo suite was meticulously tailored to elevate diverse brand touchpoints such as packaging, social media, and merchandise. This guarantees a uniform and memorable brand representation across all channels, fostering a harmonized and cohesive visual identity.

Truewake's color palette is a thoughtfully chosen blend of soft, playful hues. The use of pastels and gentle shades perfectly matches the brand's personality, creating a calm and comfortable atmosphere.

The subtle playfulness in the hues not only makes the visual experience pleasant but also reinforces Truewake's mission of promoting well-being through quality sleep. These colors bring about a sense of peace, in line with the brand's commitment to overall health and happiness.

For TrueWake's typography suite, we selected a blend of Queen-compressed for headings and Poppins for body copy. The Queen-compressed font exudes sophistication, perfectly matching the brand's premium lifestyle vibe. It brings an elegant touch, and its subtly playful nature keeps the brand approachable and relatable.

Poppins, on the other hand, adds a layer of cleanliness, contributing to a well-balanced and cohesive visual aesthetic.