Serenest
BRANDING
Serenest is a bedding company aimed at bringing the high quality look, feel and comfort of a hotel bed to those that would normally not be able to afford it. Through lived experience, the founder of Serenest, Sehan Kim noticed a stark difference between the comfort of the sheets, quilts and doonas of beds in expensive hotels to those in college dorms, share houses or cheap motels. The goal was to make affordable bedding products which had the same level of comfort as these top tier brands whilst also ensuring durability & in-turn sustainability with the utilisation of modern advances in self-maintaining materials. Serenest exists to improve sleep quality and rest with attainable quality and comfort
The branding exudes an environment of attainable rest and relaxation. Minimal layouts, aspirational lifestyle-imagery, unique iconography and smooth, dream-like animations make up the overall visual identity. The custom wordmark was created by taking a subtle, elegant and distinguished serif typeface ‘Juana’ and making some custom amendments to make it unique and more in-line with the themes and values we are trying to portray. These include decreasing the contrast between thin and thick lines, altering the shape of some letterforms and rounding off edges and some sharper corners. These amendments help in altering the aesthetic of the logo to look more friendly and approachable, more soft and comfortable, less premium and expensive and more calming and relaxed which aligns with the brand’s DNA.
The custom wordmark was created by taking a subtle, elegant and distinguished serif typeface ‘Juana’ and making some custom amendments to make it unique and more in-line with the themes and values we are trying to portray. These include decreasing the contrast between thin and thick lines, altering the shape of some letterforms and rounding off edges and some sharper corners. These amendments help in altering the aesthetic of the logo to look more friendly and approachable, more soft and comfortable, less premium and expensive and more calming and relaxed which aligns with the brand’s DNA.
A set of 6 unique and somewhat abstract, thin-line icons have been created to visually represent the key values and offerings of Serenest. To set a brand apart from it’s competition it is key to point out unique selling points and key differences in the market so that potential customers will read, understand and resonate. Customers need to feel connected to a brand’s ethos before deciding to buy their products, these icons can be used to visually reference and callout these elements of the offering which customers can connect with and ultimately consider purchasing products. The icons also become a key part of the aesthetic of the brand and overall look and feel.
A set of 6 unique and somewhat abstract, thin-line icons have been created to visually represent the key values and offerings of Serenest. To set a brand apart from it’s competition it is key to point out unique selling points and key differences in the market so that potential customers will read, understand and resonate. Customers need to feel connected to a brand’s ethos before deciding to buy their products, these icons can be used to visually reference and callout these elements of the offering which customers can connect with and ultimately consider purchasing products.The icons also become a key part of the aesthetic of the brand and overall look and feel.
The brand identity designed by JFD Studio has assisted in the successful launch of Serenest, a small startup aimed at creating an attainable level of comfort at home, to ultimately improve the sleep of those whom arguably need it the most. The Serenest company hangs it’s hat on providing high quality, affordable and aesthetically pleasing products that are comforting and calming. And in-turn we have designed a visual identity to personify and communicate these traits and ideals to the world.
– Sehan Kim
FOUNDER
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