Soft Hours is a premium women’s restwear brand. The founder originally came to us with the name Sleep Like a Goddess after working with several designers and still not finding an identity that connected. What the brand needed was not another team following an internal checklist. It needed an outside perspective willing to evaluate the larger opportunity, challenge assumptions, and bring its own taste and experience to the process. During discovery, we found the phrase Soft Hours being used as a working title for a collection and immediately saw its potential as the brand name itself. Rather than describing the product directly, it captures a mood, a time of day, and the quiet space the product is designed to occupy. The identity took inspiration from vintage women’s watches and the railroad minute tracks around their faces. The result is minimal, premium, and unexpected, giving the business a stronger point of view and a much better foundation for entering the market.