Freddie came to us with a clear ambition: to rethink what sleep glasses could look and feel like for a younger audience. In a category crowded with performance claims, scientific language, and brands that take themselves a little too seriously, he wanted to build something more honest, more lifestyle-driven, and more culturally in tune. The goal was to create a brand that still respected the value of the product, but spoke about it in a more human way, without overreaching or making empty promises. We responded with an identity that felt unexpected for the space, anti-design, illustrative, youthful, colorful, and a little weird in the best way, then built it into a smart, flexible system that could scale without feeling rigid or overdesigned.