shop.dozedrinks.com

While at Remy Sleep, I had the exciting opportunity to completely own the branding, marketing, and launch of a new sleep drink product. My process broke into two different areas: marketing and branding. I started on the marketing side researching the competitive landscape, developing the target personae, and leading my team in workshopping the personae’s problems, positioning, and the productions features/advantages/benefits. After the workshop, I developed the personae further to include unique problem statements, positioning before, during, and after product use, and created a targeted marketing funnel for each personae leveraging various possible activations channels.

On the branding side, I used the competitive landscape to see how to make the eventual packaging of the product stand out once it hit shelves. As a sister brand of Remy Sleep, it was important to balance reminiscence of the Remy Sleep brand while still allowing for the drinks brand to hold its own. After developing the visual identity and tone-of-voice, ideation on the creative direction of both pre-launch and launch campaign began. After two photoshoots and a video shoot, we had all of the pre-launch and launch assets needed to introduce the world to Doze.