Freddie

The work

Bedtime had started taking itself very seriously.

Freddie wanted to introduce sleep glasses to a younger audience without sounding like another performance experiment. The product had a purpose. The brand needed a personality, and a way to talk about the evening routine that didn’t turn every conversation into a scientific claim.

We created an illustrative identity with warm color, expressive graphics and a little deliberate weirdness. Motion and a flexible design system give the brand room to move between product, lifestyle and the hours in between.

The work opens up a more human way to present the category, helping Freddie speak to people who want the product to fit their lives. Including the part where they stop optimizing everything and go to bed.