Brief Explanation

The challenge was to create a carrybag, that clearly established Sleepwell as a 'Sleep Specialist' , but the cost per bag had to be less as the footfalls at Sleepwell showrooms across India are high and the company was in no mood to spend a lot on the bags that will be freely given away.

The Brief

BRIEF: Sleepwell is a nationwide Brand of sleeping mattresses, cushions, cushion covers, bed sheets. As part of Sleepwell's retail promotion plan, the brief was to create a carry bag for it’s range of bedsheets and pillow covers, that not just did the job of carrying the products, but also furthered it’s Brand proposition of being ‘SLEEP SPECIALISTS’

How the final design was conceived

SOLUTION: This is what we came up with. The carry bag had the face of a young man with his eyes open. When the bag was lifted, an eye-mask attached to the carry bag’s string handles lifted the eye-mask, making it look as if he’s in deep sleep. And while it did so, it also revealed the Sleepwell Branding.

Indication of how successful the outcome was in the market

The carrybags were liked by customers, so much so that most customers asked for another free bag. People who come in contact with the carrybag rememeber sleepwell as a sleep specialist. The effect was furthered by the fact that Indians love to re-use their Carry bags, which turned a simple free giveaway into a mobile ambient messaging device. The bag successfully achieved the goal it set out to achieve and that too at a cost of Rs. 14 per bag. ( 0.25 US$).