July Nightwear
- Type: Loungewear Brand
- Objective: Illustration and Packaging Design
- Target Audience: Individuals seeking stylish and comfortable loungewear
July Nightwear aimed to capture the essence of their limited edition loungewear through a distinctive illustration and an immersive packaging experience.
Challenges Faced
- Creating a Distinctive Brand Identity: The need to establish a unique visual identity that resonates with fans and reflects the team’s energy and passion.
- Merchandise Appeal: Designing exclusive merchandise that not only promotes the team but also attracts fans and builds community support.
Meraki’s Solution
- Illustration: Developed a hand-drawn illustration showcasing the protagonist in their bestselling pajamas, embodying the luxury and comfort associated with July Nightwear. This design highlights the joy of cozy relaxation, making it relatable and inviting.
- Packaging Design:
- Sight: The playful illustration reflects themes of comfort and relaxation, instantly appealing to consumers and enhancing brand recognition.
- Touch: Opted for luxurious, reusable bags made from sustainable materials like jute, art linen, organic cotton, and organza, providing a sophisticated look and feel while promoting eco-friendliness.
- Smell: Included potpourri sachets within the packaging, featuring calming aromas of patchouli, oak, citrus fruits, and cinnamon, enriching the unboxing experience and promoting a sense of tranquility.
Impact
This holistic approach not only reinforced July Nightwear’s position as a provider of stylish and comfortable loungewear but also created a memorable, multi-sensory experience that resonates with consumers, enhancing brand loyalty and engagement.
This purely hand-drawn illustration encapsulates the essence of our nightwear brand. Our aim was to evoke a sense of comfort through our design. Hence, we chose an illustration that represents a feeling that we can all relate to: The sheer joy of curling on your couch with your favorite novel after a long day, while your fuzzy cat sleepily purrs next to you.
Can anything else be more relaxing?
As a brand that provides the finest quality of comfort, we wanted our packaging to give our consumers a rejuvenating experience. We achieved this by designing a packaging that appeals to our 3 senses:
Sight, Touch, and Smell.
Our quirky illustration conveys themes of rest and relaxation. Upon viewing the cosy packaging, our consumers would be transported to a world where comfort is always #1.
We decided to ditch conventional cardboard boxes and instead opt for luxurious bags crafted from materials like jute, art linen, organic cotton, or organza.
The packaging also includes potpourri sachets. When our consumers open the package, they would be greeted by a warm embrace of patchouli, oak, citrus fruits, and cinnamon.
