As the creative on this

As the creative on this project, I got to build this brand from the ground up; brand strategy, positioning, identity, packaging, website, AND the brand photography. The whole damn thing!

A brutally honest, anti-traditional, brand that is here to shout from the rooftops how important sleep is, but in a *cool* way. Every detail was designed to feel real, raw, and self-aware.

The brand has now been featured in numerous press and articles talking about the approach, and how they've stood out in the sleep and wellness space.

Sleep or Die™ is one of those projects that reminded me why I love what I do. Still one of my favourite projects to date.