Project goal:

Create a bold and playful visual identity for a sleep gummies brand aiming to stand out in the wellness market.
The goal is to move away from traditional moon-and-stars clichés and craft a concept that feels fresh, imaginative, playful, and engaging, all while maintaining a sense of calm and reliability.

Design decisions:

Drawing inspiration from space exploration, the brand positions sleep as a nightly mission to dreamland. This opened the door to a creative direction filled with playful space-inspired storytelling, quirky copywriting, and an astronaut mascot that adds personality to the experience.

The black and white colour palette nods to the infinite darkness of the universe, while the gummy’s purple tone, pulled straight from galaxy and nebula hues, introduces a dreamy, celestial touch.

From packaging to social media assets, each brand element reinforces the idea of sleep as an imaginative nightly mission, inviting users into the universe of Moonwell with humour and clarity.

Brand Strategy • Visual Identity • Packaging Design • Social Media • Marketing Material