Soft Hours

The work

The name was already in the room. It just had the wrong job.

Soft Hours began as a working title for a collection. The founder had approached us under the name Sleep Like a Goddess, still looking for an identity that connected. During discovery, we saw a bigger role for those two quieter words.

Soft Hours names a feeling and a part of the day, giving the business more room than a direct description of sleepwear. We built the identity around vintage women’s watches and the minute tracks on their faces, carrying that sense of personal time through the visual system, packaging and website.

The work gives the brand a clear emotional position for its launch and a world that can extend across collections. Restwear with something of its own to say. Quietly, of course.