Milk Brand Agency designed the brand and collateral for Hyoumankind. Hyoumankind offers a range of premium memory foam pillows that bring together optimised science and design for wellness, performance and recovery.
Their brand positioning became Waking up to sleep – offering a product that optimised science and design for wellness, performance and recovery.
The designers developed a graphic system inspired by the curves of the body and the shape of the pillows, which was also taken across the new wordmark. This was supported by a softer, dreamlike colour palette and epic, emotive landscape photography that reflected dusk and dawn, those natural and magical times between falling asleep and waking up.
The language too was more holistic, recognising and understanding the human truth behind sleep and the benefits of sleeping better. What was initially a pillow for beauty sleep has now been transformed into a health and wellness product across multiple markets such as spas, hotels, osteopath clinics and beyond.