i. brand guide

For the logo, soft flowy letterforms harking back to freeform psychadelic lettering gives the logo a soft, dreamy appearance. The 'Z' takes the classic onomatopoeia of 'ZZZ' making the overall logo immedietly tied to sleep.

As for colours, the primary leading colour is a deep purple, which has deep rooted connotations with slumber and feeling calm. From multiple moodboard options, the colours and overall identity lead to the visual theme of space and the cosmos, where it is eternally nighttime, and the stars surround you.

ii. Packaging

The packaging builds a complete space scene with a planet, orbiting moons and stars. Each planet uses a coloured see-through film that reveals the snacks inside, reinforcing Doze’s transparency around natural ingredients and the snacks you eat. The orbiting moons double as callouts for protein, sugar and fat content, highlighting the snacks’ health benefits while enhancing the space theme.

iii. Secondary packaging for every location

For secondary packaging, Doze needed both individual shelf packs and custom aisle stands. If done right, secondary packaging becomes a valuable touchpoint — and for Doze, it’s also a way to expand their presence throughout the store.

Because Doze is a wellness snack designed for better sleep, it can sit in multiple store locations: the snack aisle as a healthier alternative, the health-food section alongside other healthy snacks, and even the pharmacy as a natural replacement to sleep supplements.

iv. Social Media motion

In a sea of competition, Doze needs to stand out through bold advertising that turns heads. A social media concept was devised where the protagonist struggling to sleep is visited by an extra-terrestrial stranger from another world, to tie in with the space theme.