Zizi. Practising daily sleep. Мирохина Ксения
Task
Hectic pace of modern life leads to the deterioration of its quality, including sleep. Night sleep deficiency can be replenished by a day nap. But there prevails a stereotype that to sleep out is inconvenient, ill-mannered and inappropriate. It is overcome by a brand of day-nap-Zizi. It offers comfortable goods for a nap outside a house and promotes the idea of a power nap.
Ideas and solutions
The brand name derives from a sleep emoji "Zzz" softened with the "i" sound . Letters "i" are massive , wide and stable, thus creating a feeling of security . This is a metaphor of a visual language of the brand. A logo is a pillow, hugged by hands, what is more, a person is holding a pillow vertically, thus indicating it is a short rest. This is also the first letter in the brand name. The graphic of the logo is transferred to other items. The fonts used are those rounded, wide, without sharp edges: Circe and Circe Slab A. Colour palette is light , it indicates that these are goods for a sleep in the day-time. Using communication media Zizi attracts attention to sleep deprivation problem and explains that self-help is easy: 15 minutes of a day-nap is enough to restore energy and vigour. Posters make use of hand-drawing , this adds up emotions and humane attitude. The merchandise offered work as means of communication : among those are special screens ,plates, chevrons that remind people of problems connected with sleep, and also protect from light, noise and strangers. The merchandise of the brand are divided into categories, each is represented with a special icon. Its form correlates with Circe font. Iconographic is used on the web site and in a mobile application where it is possible to choose and order goods, and also get guides on sleep management. Products can be bought offline. Shop-windows are decorated with a brand logo, it attracts customers to the shop and invites to rest on the bench outside. It is also possible to rest in Zizi-mobiles-special buses for a short day nap. They run on certain routes and also come to various events, festivals, fests. Unfortunately, there is not a habit of a day-nap with us-it is considered to be beyond rules and unaesthetic. I hope the brand Zizi and its design can help change people's attitude to a day-nap out , and this solves the problem of a sleep deficiency and improves the quality of life.
