Sleepy Bee Brand Strategy & Brand Creation
Brand creation in full bloom
As a growing franchise, Sleepy Bee needed a structured branding system to ensure that their original vision stayed consistent–no matter who was bringing it to life. Working in close collaboration, we developed design elements that captured the Sleepy Bee experience and could be formed into a cohesive system. The result? An expansive library of more than 100 unique design elements that became the heart of the brand family. This usable brand system made it easy for internal teams to create pieces consistently and with confidence.
The Sleepy Bee story starts with fresh ingredients. So naturally, we did too. Using the client’s playful cut-paper style as a spring board, we developed vibrant illustrations of grains, seeds, blossoms, fruits, roots and vegetables.
Once we tested the depth, flexibility and durability of the system, we created a brand essentials guide. This resource for Sleepy Bee’s partners defined the purpose and abilities of each brand element.
Menus were our first chance to connect the brand with consumers in an intimate way. The “queen bee” leads the diner in flight among a collection of seasonal ingredients. Copy matches the design’s mood and gives another friendly, personal touch.
Sleepy Bee typeface and fruit/vegetable/grain/flower and herb art created by Sandra Gross.