SLEEPWELL Design & Branding SLEEPWELL 'EYE MASK' CARRY BAG by Innocean New Delhi

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Media Design & Branding
Market India
Agency Innocean New Delhi
Executive Creative Director Mr. Saurabh Dasgupta
Photographer Ritesh Sharma
Released June 2011

Credits & Description

Category: Promotional Item Design
Advertiser: SHEELA FOAM
Product/Service: SLEEPWELL
Art Group Head: Deepak Choudhary (Innocean Worldwide India)
Executive Creative Director: Saurabh Dasgupta (Innocean Worldwide India)
Production Manager: Rajesh Mehta (Innocean Worldwide India)
Account Servicing: Shobhit Mittal (Innocean Worldwide India)
Planner: Vivek Srivastava (Innocean Worldwide India)
Photographer: Ritesh Sharma (Abstract Photography)
Media placement: Carry Bag - Sleepwell Outlets Across India - 15th June, 2011

Describe the brief from the client
To design a carry bag for Sleepwell mattresses that will help customers carry Sleepwell pillow covers, beds sheets etc. and at the same time reflect the brand position of Sleepwell being a ‘Sleep Specialist’.

Describe the challenges and key objectives
The challenge was the confinement of a carry bag to achieve the brief objectives within the cost constrains.
The key objective was to reinforce Sleepwell's brand proposition of being Sleep specialists, powerfully and cost effectively.

Describe how you arrived at the final design
The carry bag had the face of a young man with his eyes open. When the bag is lifted, an eye mask attached to the carry bag’s string handles lifts the eye mask and covers the eyes of the man, making it look as if he’s sleeping. In the process, it also reveals the Sleepwell logo.
The bag was given at Seepwell outlets. The effect was furthered by the fact that Indians love to re-use their carry bags, which turned a simple free giveaway into a mobile ambient messaging device.

Give some indication of how successful the outcome was in the market
Although it's difficult to quantify the success of a carry bag, if the clients reaction and customer's delight are any indicator, this project was a runaway success (walkaway maybe). In the mattress / bed sheet market, nothing even close to this has been attempted.