Client: WKND

Project Overview:

WKND, an emerging nightwear brand, sought my expertise to enhance their brand identity, resonating with their ethos of simplicity, luxury, and coziness. Their mission is to enrich the nighttime experience for customers who prioritise comfort. My role was to conceptualise and execute a brand identity that would embody these values and appeal to their target audience.

Client Requirements:

The primary focus was the development of a unique logo and comprehensive brand identity. The scope extended to the application of this new branding across various customer touchpoints, including thank you cards and packaging materials, to create a memorable unboxing experience.

Design Approach and Execution:

In aligning with the brand’s feminine appeal, I chose a soft pink color palette, reflecting both luxury and warmth. To further emphasise the comfort and lightness of their products, I incorporated a feather pattern into the brand design, symbolising the delicate, airy quality of their nightwear. The brand’s slogan, “Wear Your Dreams,” was pivotal in the creation of a secondary logo. I innovatively overlapped the ‘n’ and ‘d’ in the brand name, representing the transition from day to night (end of day), with the ‘n’ gently ‘dressing’ over the ‘d’, visually encapsulating the essence of the slogan.

Deliverables:

The project’s deliverables included the primary logo, the secondary logo integrating the brand’s slogan, and a series of branded materials. The branding was consistently applied across thank you cards, packaging materials, and other customer-facing elements, ensuring a cohesive and luxurious brand experience.

Outcome:

The reimagined brand identity for WKND successfully captured the essence of their nightwear line—simple, luxurious, and cozy. The thoughtful integration of the brand’s core values into the visual elements fostered a stronger connection with their target market, particularly women seeking comfort and style in their nightwear.