NIDRA
A branding and content project for sustainable beauty sleep brand NIDRA; creating ethical silk pillowcases for a conscious sleep, not a boring sleep!
Introduction
What started out as a passion for all things eco, I created NIDRA during the 2020 lock-down when I realised just how much I loved my bed, and just how few eco AND luxury beauty sleep products there were on the market.
NIDRA creates ethical ‘beauty sleep’ products that aim to challenge the eco-industry norms. They produce silk pillowcases and scrunchies, made in Australia from 100% Organic Peace Silk… a far more ethical alternative to commercial silk. They strive to be as sustainable as possible, using zero toxins in any part of the process and only GOTS certified or natural dyes, as well as only using home compostable packaging.
I wanted the brand to be an extension of this mission and show that being ‘eco’ and ‘environmentally-friendly’ didn’t have to mean boring, plain products that resembled a hessian sack! But, that could also mean premium, luxurious and a whole lot of fun.
I wanted the brand to reach an audience who valued sustainability and conscious, ethical purchasing, but who also didn’t take themselves too seriously.
As Creative Director and Founder, I completed a full branding, design and content project, including brand identity, campaign and content creation, advertising collateral, website design and packaging design.
Brand and Identity
I ran one of my brand DNA workshops to help uncover the target audience, brand personality and DNA and positioning within the market.
My research showed a market who wanted to invest in premium, quality ‘beauty sleep’ accessories that provided the beauty-benefits of silk, yet still wanted the products to work well with their everyday bed linens and bedroom decor.
I created the concept of ‘beauty sleep doesn’t have to be boring’, which led me to create the tag line ‘conscious sleep, not boring sleep’.
The brand direction and visuals play into a sense of rebellion, fun and a little naughtiness; using bold colours, playful faces and expressions that are less ‘Mosman mansion’ and more ‘Bondi fun’.
“We are the modern beauty rebels daring to disrupt the eco-industry norms, proving that a conscious sleep doesn’t have to be boring.”
— NIDRA Positioning Statement
Content and Campaign Creation
As a part of the brand DNA project, I developed full brand style guides, providing creative direction, design guidelines and assets to ensure consistency across all brand touch points.
I led the art direction for all photoshoots, communications and design collateral for the launch of the brand to ensure everything was consistent with the visual direction and correctly reflected the brand’s DNA, personality and target audience. This included all static, motion and illustrative creative for website, socials, advertising and packaging.
Website Design
A key part of the brand work for the launch was to produce the ecommerce website. The website had to reflect the the brand’s bold and fun personality whilst also showing the true luxury of the products, ensuring consistent design codes, brand DNA and personality across all digital spaces.
Credits
Brand and Identity: Carrie-Ann Le Feuvre
Art Direction: Carrie-Ann Le Feuvre
Website Design: Carrie-Ann Le Feuvre
Website Development: Sergio Jaramillo
Copywriting: Carrie-Ann Le Feuvre and Anna McDougall
Design: Carrie-Ann Le Feuvre
Illustrations: Carrie-Ann Le Feuvre and Poppy Richard
Photography: Si Kirk
Styling: Carrie-Ann Le Feuvre and Morgan Ferguson
Model: I am Pearl