Hyoumankind was a company with a problem.

Their core product was a sleep pillow branded ‘Rewind’ which promised to ‘turn back the clock’ through the beauty benefits of sleeping on your back.

The trouble was that it wasn’t gaining any traction with retailers or consumers.

Our brief was to reinvigorate the brand and create more of an emotional connection with consumers, supported by the valid science behind the pillow.

We created a new brand proposition, ‘Waking up to sleep’
– offering a product that optimised science and design for wellness, performance and recovery.

We developed a graphic system inspired by the curves of the body and the shape of the pillows, which was also taken across the new wordmark.