Qoali, Weighted Blankets.
Client
Year
2020
Type of Project
Brand Identity, Brand Strategy, Art Direction
Qoali designs and sells weighted blankets. Weighted blankets are traditionally seen as a medical aid for people with sleeping disorders. Qoali wanted to reach everyone who wanted to improve their sleep and not only people that identify themselves as having a sleeping disorder.
Problem
Our brand message is our whole brand strategy packaged into two words. Sleep more. It’s the core of the brand. It will help us motivate and inspire our users. It's the message that tells why Qoali exists, why it matters, what value it’s bringing to your life, and how Qoali is different from its competitors. This message is also a goal for us. Qoali is for every person that wants to live a healthier, happier, and a more creative life. We can’t come from nowhere and ask people to sleep better because it is not in our control, and we can’t promise that they will sleep well using our blanket, but we can definitely inspire them to sleep more since “sleep more” is an actionable and measurable goal.
Solution
To reach a broader audience that doesn't necessarily identify themselves as having sleeping issues, we gave Qoali vibrant colors, striking copy, and used a playful approach to make the brand more appealing. We also embraced a Scandinavian-inspired "less is more" aesthetic to convey simplicity and honesty.
