Cloudy is a brand that produces medium-pricing segment supplements, and cosmetics to improve sleep quality and the sleeping experience itself.
CHALLENGE
Re-design current products line (Melatonin Diffuser, Dream Mist, and Calming Cream) and create designs for 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.
Before vs. After
For "Cloudy" I did not only branding, packaging design and re-design, created a color palette and font face, etc. But also I was managing and leading photoshoots. Here you can compare a previous brand face with a new brand face managed by me.
Before
After
Packaging Design System
Each of our packages has an individual design, but I created the scheme of how a label should look like to give a feeling of "all of these products from one brand" to our customers. Depending on the product we could skip some parts of the scheme, for example, tag line or icons, but the logo must be on the top of the packaging. But for consistency, I recommended to my client to follow the rules as much as they can.
Headers & Body Text Design System
Also, I created the system for Headers. The primary style of Headers is All-lowercase letters. We use Sentence Case for Body Text. Consistency of the Headers and Body Text styles allows us to keep the brand together.
Color Palette
Re-design of Melatonin Diffuser, Calming Cream, and Dream Mist
Melatonin Diffuser, Calming Cream, and Dream Mist are in the Light blue product line. They have similar ingredients, similar promises (good sleep, calmness, and relaxation before sleep), so I decided to group these products and create a separate product line. You can define this line by light blue background + white text combination. I chose these colors because they support the brand aesthetic with clouds and a clear sky. As well as the light blue color symbolizes a calm and serene mood.
Packaging design for Mellows
«Mellows» is a new product of the brand and has a «twin-brother» — «Calmies». «Mellows» is a melatonin-based product that helps you to relax. I chose the dark-violet color and half-moon icon to highlight this product is for night use. This product is created to be on resale and I needed to put all important information on the front side. I created a clean look by using a limited color palette (dark violet + white), simple icon style, and adding a lot of air to the design.
Being a wellness brand we also needed to achieve a «trustful look» for our supplement design. For this purpose, I chose the bold font, smiling half-moon icon, clear background color, and created icons for the important information such as «dietary supplement».
Packaging design for Calmies
«Calmies» is a new product of the brand and has a «twin-brother» — «Mellows». «Calmies» is a rhodiola-based product that helps you to relax during the daytime. The saturated orange color supports the bright daytime sunlight and at the time the benefit from using «Calmies» — become more energetic during the day. For the rest of the design «Calmies» is an almost identical copy of «Mellows», but with different information.
«Calmies» and «Mellows» are complementary products for daytime use and nighttime use accordingly. The idea was to create as much similar designs as possible to make this idea clear to customers and at the same time separate and define the products by colors!
Photo credit: @cloudy
Photoshoot Moodboard
As the last step of re-designing packagings, I created Moodboard for the upcoming photoshoots. I wanted to underline upbeat and cheerful brand voice and brand personality by using colorful backgrounds, interesting angles, and product placement in the frame.
The posing of the models should be easy-going and in a natural way, because «Cloudy» as the brand has kind, friendly, and playful energy.
Also for us, it was important to support a diversity of models. We promote inclusivity and uniqueness. We include to our photo sessions diversity of age, sexual orientation, race, body type, ability, and etc.
Photo credit: Pinterest. All the photos above weren't used commercially.
