Doze Drinks Branding and Launch
Remy Sleep
The Brief
Insight
Objective:
Sleep brands had claimed the language of relief but left the language of desire completely open. Just as coffee culture built identity and ritual around the morning, there was space for a counter-caffeinated culture built around the night. Doze did not need to sell better sleep. It needed to make winding down feel worth wanting.
To create a brand identity, packaging system and launch campaign for Doze Drinks, a functional sleep beverage entering the growing wellness category. The scope covered everything from visual identity and packaging through to photoshoots, motion, and a full multi-channel launch, all built from within Remy Sleep.
I led the creative strategy, brand development, packaging design and launch campaign for Doze Drinks while at Remy Sleep. My role spanned research, persona development, positioning, brand identity, packaging design, art direction, launch messaging, campaign development, photo and video editing, motion graphics, and multi-channel asset creation across digital, social, email and e-commerce.
Creative Direction and Strategy: André Harris, Jr.
Photography: Benny Duckhouse
Videography: Jacek Zmarz
Photo/Video Editing and Motion Graphics: André Harris, Jr.
Email Design: Carla Centrone
Voiceover: Claire Engall
Special Thanks To: Charlotte!
Role & Credits
I led the creative strategy, brand development, packaging design and launch campaign for Doze Drinks while at Remy Sleep. My role spanned research, persona development, positioning, brand identity, packaging design, art direction, launch messaging, campaign development, photo and video editing, motion graphics, and multi-channel asset creation across digital, social, email and e-commerce.
Creative Direction and Strategy: André Harris, Jr.
Photography: Benny Duckhouse
Videography: Jacek Zmarz
Photo/Video Editing and Motion Graphics: André Harris, Jr.
Email Design: Carla Centrone
Voiceover: Claire Engall
Special Thanks To: Charlotte!
Doze Drinks Branding and Launch
Remy Sleep
Sleep brands had claimed the language of relief but left the language of desire completely open. Just as coffee culture built identity and ritual around the morning, there was space for a counter-caffeinated culture built around the night. Doze did not need to sell better sleep. It needed to make winding down feel worth wanting.
Live it. Own it. Be it. Love it.
André Harris, Jr. // AH Design, Intl. 2024
Live it. Own it. Be it. Love it.
André Harris, Jr. Creative | AH Design, Intl. 2026
Sleep brands had claimed the language of relief but left the language of desire completely open. Just as coffee culture built identity and ritual around the morning, there was space for a counter-caffeinated culture built around the night. Doze did not need to sell better sleep. It needed to make winding down feel worth wanting.
Doze Drinks Branding and Launch
Remy Sleep
The Brief:
To create a brand identity, packaging system and launch campaign for Doze Drinks, a functional sleep beverage entering the growing wellness category. The scope covered everything from visual identity and packaging through to photoshoots, motion, and a full multi-channel launch, all built from within Remy Sleep.
Insight:
Sleep brands had claimed the language of relief but left the language of desire completely open. Just as coffee culture built identity and ritual around the morning, there was space for a counter-caffeinated culture built around the night. Doze did not need to sell better sleep. It needed to make winding down feel worth wanting.
Role & Credits:
I led the creative strategy, brand development, packaging design and launch campaign for Doze Drinks while at Remy Sleep. My role spanned research, persona development, positioning, brand identity, packaging design, art direction, launch messaging, campaign development, photo and video editing, motion graphics, and multi-channel asset creation across digital, social, email and e-commerce.
Creative Direction and Strategy: André Harris, Jr.
Photography: Benny Duckhouse
Videography: Jacek Zmarz
Photo/Video Editing and Motion Graphics: André Harris, Jr.
Email Design: Carla Centrone
Voiceover: Claire Engall
Special Thanks To: Charlotte!