Proper

Design: Unspoken Agreement
Location: United States
Project Type: Produced
Client: Proper
Product Launch Location: Global
Packaging Contents: Sleep Supplement
Packaging Substrate / Materials: Frosted Glass Bottle
Printing Process: Screen Printing

Proper offers a better way to get to sleep. Your unique sleep issues require a modern, individualized, and holistic approach – Proper’s evidence-backed tips and coaching help you achieve and maintain long-term sleep health.

Proper’s brand identity concept is reflective of the product’s overall goals. For the wordmark, we chose a lowercase sans-serif with rounded corners for a clinical and attainable aesthetic. The 5 bar logo element pays homage to the decades of the 5 different stages of sleep studied. These five stages have different frequencies and durations which transition from stage to stage throughout each night. The blues in the color palette were chosen to call to mind calmness and tranquility, while the orange represents a vibrant and energetic feeling achieved after a night’s rest.

What’s Unique?
Proper is most different because of its bottle design and aesthetic. The “cool” sleep supplement is untapped at the moment, so that paves the way for clean and simple design to come through. Their direct competition is the Tylenol and Z-Quils of the world, so their packaging sets them apart by a lot.