Nook Sleep System Design & Branding NOOK SLEEP SYSTEMS by 72andSunny Los Angeles

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Industry Electronic Devices & Home Appliances
Media Design & Branding
Market United States
Agency 72andSunny Los Angeles
Executive Creative Director Glenn Cole, John Boiler
Released February 2010

Credits & Description

Category: Logo Design
Agency: 72ANDSUNNY
Date of First Appearance: Mar 1 2010
Entrant Company: 72ANDSUNNY, Los Angeles, USA
Entry URL:
Executive Creative Director: Glenn Cole (72andSunny)
Executive Creative Director: John Boiler (72andSunny)
Design Director: Robert Nakata (72andSunny)
Director of Strategy: Matt Jarvis (72andSunny)
Brand Coordinator: Kim Lawson (72andSunny)
Media placement: PR Materials - Mailings Distributed Nationwide, Celebrity Outreach, Editorial - March 1, 2010
Media placement: Pebble Mattress Packaging - Retail, In-Store POP Display - March 1, 2010
Media placement: Pebble Wrap Packaging - Retail - March 1, 2010
Media placement: Fitted Crib Sheet Packaging - Retail - March 1, 2010
Media placement: Blanket Packaging - Retail - March 1, 2010
Media placement: NapSack Packaging - Retail - March 1, 2010
Media placement: Website - Online - March 1, 2010
Media placement: Demo Video - Online, Retail, PR - September 22, 2010

Describe the brief from the client
Nook Sleep Systems designs products for the nursery that are healthier, more breathable and visually attractive for the contemporary home. Our job was to design the logo and corporate identity that was inline with the Nook vision:
- Function.
- Performance.
- Design.

Describe the challenges and key objectives
The identity needed to address the growing group of modern parents who are seeking out more considered products that their children encounter in the home.

Describe how you arrived at the final design
Nook products work as an entire sleep system for the nursery within the home. The name also suggests a space within the home. The logo therefore places the initial ‘n’ within the context of an iconic house shape to represent Nook’s place. The rounded ‘n’ letterform is a visual nod to the core Nook product, the Pebble Mattress, with its distinctive rounded features.

Give some indication of how successful the outcome was in the market
The logo and identity has been well received in the market and is a growing icon for the brand.