Cloudy is a brand that produces medium-pricing segment supplements, and cosmetics to improve sleep quality and the sleeping experience itself.
CHALLENGE
Create first Brand Guidelines based on current products line (Melatonin Diffuser, Dream Mist, and Calming Cream) packaging re-design, and launching of a new product line (day-time gummies "Calmies" and night-time gummies "Mellows").
MY ROLE
Senior Brand Designer + Brand Analyst
«Cloudy» as a brand
Brand products: melatonin diffusers, supplements for relaxations and calmness, sleeping mask, calming mist, and calming cream.
Stand for: promotion relaxation, reduce stress level, take sleep experience to the next level
Aesthetic: Clouds, blue and white colors, bold text.
Target audience: Men and women who feel a lot of stress and want to reduce it in a natural and healthy way. Age ranges: 18-35 y.o.
00. What is so cool about these Guidelines?
Navigation System
I created an interactive Index to make a navigation system easier and more user-friendly. From the Inxed you can go to any section and see an interactive sub-index or go directly to any subsection.
«Back to Index» link on every page
From each page, you can come back to Index with just one click and you don't need to scroll to the Index anymore!
«Download» button for the assets
Every section (logo, typography, colors, icons, and photography) includes the "download" button which you can click and simply get related brand assets.
01. About the brand
In the beginning, we had only the Brand Mission of Cloudy, and I strategically analyzed the brand and figured out Brand Vision, Values, Personality, and Voice.
*Interesting fact: even our brand produce products for calmness and relaxation, our brand itself is playful cheerful, upbeat, and enthusiastic!
02. Logo
In Cloudy we have the vertical logo, the horizontal logo with icon, the horizontal logo without icon, and the icon itself. In the logo section, I provided information on how to use each of the options, how to scale and what's the minimal size, and clear space.
*Interesting fact: the clear space is based on the optical center of the logo which isn't the geometrical center.
03. Typography
We have two sets of fonts: one for the web and digital materials, and one for print and printing materials. In our brand, we have the main design rule for headers - lowercase headers, which we use in our logo and in Header 1 in our labels. Because of that, it was important to specify rules for headers in web, marketing, and labels separately.
04. Color Palette
The Color Palette section includes an individual page for each primary color with short instructions on how to use the color for our brand, a list of brand products we use this color for with examples, and secondary colors to create a small color palette for each color.
Interesting fact: light blue palette and medium blue palette are good to combine and could be used together as one huge palette!
05. Icons
The icons section includes General Rules on how to create new icons and keep the brand style of icons. The second part is Icons Collection that you can download by clicking the button on the bottom of the «05.icons» page.
06. Photography
As a wellness brand, we didn't want to limit ourselves to only product photography. We added lifestyle and inspiration categories to brand photos to fully convey our brand mission, brand vision, and brand personality.
As well as Photography Principles follow our brand vision, mission, and values.
