#44 Sleeper

Country: Ukraine

Industry: Fashion

About: Sleeper is a brand of ethically crafted, high-quality, multipurpose garments designed to help you feel beautiful — regardless if you are wearing Sleeper on the streets, or in the comfort of your own home. It was launched in 2014 by two former fashion editors Kate Zubarieva and Asya Varetsa. On one Christmas night, one of the founders had a dream about her standing in the middle of a pajama factory.

Sleeper supports artisan manufacturing traditions and ethical consciousness. Sleeper's garments are made in Kyiv, Ukraine in the sewing studios.

Mission: Our mission is to create culture of self-love and self-care in everyday life.

Values: Handmade - zero waste - Decent working conditions - Responsible suppliers - eco packaging - natural materials - timelessness

Words: timeless - self-love - handmade

Strategy: combine the elements of timelessness (retro - soft colors, minimal, high-quality), handmade feel (conscious - ethical - high-quality - craft - local), and self-love (beautiful, care, comfortable) into a minimal and beautiful logo mark. The initial and final letter of “sleeper” were combined to form a simple heart at the top, while the bottom resembles a slipper → evoking feelings of comfort and association with the brand name. The word mark was also slightly redesigned for consistency with the new logo.