Zeds is a smart mattress company that aims to provide better sleep for its consumers through sleep biometric tracking. This project was the result of a digital design project course I took in my final year in undergrad. Though this was a group project, one of my roles was to design the branding for the business. I decided to further flesh out my branding design a year later both as a design exercise, and because I thought my initial concept had potential to be explored further.

My goal with Zeds' branding was to convey both a refined and approachable feel. Because the target audience was geared towards working class people who would be willing to pay a premium for added features, I didn't want to create a visual identity that felt exclusive or overly-premium. To do this, I incorporated playful and fun elements through the bright colour palette and the addition of simple illustrated icons. For the logo, I used a unique sans-serif font, and paired it with a serif font for the tagline for a touch of sophistication.