THE FIRST SLEEP SPRAY DESIGNED FOR THE ENTREPRENEURIAL SPIRIT.
The sleep supplement category is filled with…sleepy brands and dirty ingredients, designed for knocking you out and leaving you groggy. Enter SleepFuel, a next-generation oral sleep supplement spray designed for how you feel the next day.
Our strategy was simple. Focus on how you’ll feel after you get great sleep, not on the simple act of falling asleep.
To do this we needed a brand name that stood out and made consumers lean in and learn more: SLEEP + FUEL. It’s our Liquid Death.
We engaged the genius branding agency Combo NYC to bring an energetic design to a sleepy product and the results are amazing.
Rather than a traditional brand guide, we created Midjourney prompts to generate content that is on brand.
And we launched with a TikTok first approach leveraging the algorithm.
CREDITS
Allbriton Robbins - Strategy and brand oversight
Combo NYC - Design and Creative Direction