While at Remy Sleep, I led the brand development, creative strategy and launch campaign for Doze Drinks, a functional beverage created to support better sleep and relaxation. The opportunity was to position the product beyond its functional benefits, shaping it as a calming lifestyle ritual with a distinctive visual identity, tone of voice and dreamlike campaign world.

I began by researching the competitive landscape and developing audience personae with the wider team, mapping customer needs, problem statements and funnel opportunities across pre-launch, launch and retention activity. This insight informed the packaging, brand identity and creative direction, ensuring Doze felt ownable, emotionally resonant and distinct within the growing sleep and wellness category.

From identity and packaging through to photoshoots, video, motion, email and launch content, I directed a cohesive multi-channel system designed to introduce the brand with clarity, warmth and escapism. The final launch translated sleep science and relaxation benefits into a more memorable lifestyle-led experience.