Sleepy bear group

Main Logo

Master Brand Identity

Redefining the face of the brand through a cleaner, more contemporary identity.

Sub-Brand

Sub-Brand Identity System

Designed a cohesive family of sub-brand identities that balance individual personalities with a unified visual language.

Mascot

Brand Character Design

Bringing the brand to life through a distinctive and approachable character.

Brand touchpoints

Internal Brand Applications

Applying the brand consistently across employee-facing touchpoints, from uniforms and lanyards to name cards and everyday essentials.

Digital

Digital Brand Experience

Extending the visual identity across the website and social media to create a cohesive, engaging, and recognisable digital presence.

Main Logo

Sub-Brand

Mascot

Brand touchpoints

Digital

Brand ecosystem & Identity development

Problem

As SleepyBear Group expanded its hospitality offerings, its brand identity no longer reflected the professionalism, warmth, and scalability required of a growing business. The challenge was to create a cohesive master brand while establishing distinct identities for its sub-brands: SleepyBear Stays and SleepyBear Interior, without compromising consistency across the overall brand ecosystem.

My Approach & Contribution

Rather than redesigning individual logos, I built a cohesive brand ecosystem that unified the master brand and its sub-brands under one scalable visual identity. Through logo redesign, brand architecture, colour strategy, typography, mascot development, and identity guidelines, I created a flexible system that gave each brand its own personality while maintaining a strong and recognisable family identity across every touchpoint.

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