I joined 8hours from its earliest stages to help define the creative direction and build the brand from the ground up. The focus was on establishing a clear purpose and visual identity around a simple proposition: to look at performance from an entirely different perspective.

While much of the performance category focuses on optimising the hours we are awake, through training, nutrition and recovery, 8hours focused on the eight hours largely overlooked by the category: sleep. The ambition was to reposition sleep as an essential part of performance, creating a brand that could sit naturally between the worlds of performance and lifestyle.

Working across strategy, identity, product, packaging, photography and apparel, the task was to build a cohesive brand world around this new perspective, with the wider ambition of changing how people value and approach the eight hours they spend asleep.

Key Tasks:
Creative strategy, creative direction, brand identity, art direction, packaging design.