Easywear: Logo and Fashion Creative for a Sleepwear Brand

What the posts had to do

Easywear sells pyjama sets in many prints: shells, cherries, dots, stripes, florals and cartoon illustrations. Each garment needs to look distinct in a feed, and the brand also needs to feel relaxed and comfortable rather than like a catalogue.

The identity

The mark is a sleep mask drawn as a simple outline, set above the lowercase wordmark "easywear". The identity board shows it in white on bright blue and on navy, on a tote bag, on a gift box and on striped pyjamas, with sky-blue and navy as the core colours and the colour codes printed on the board.

The social posts

The posts follow one rule: the background borrows from the print. Pink seashell pyjamas sit on white with scattered shells, polka-dot pyjamas on a dotted ground, striped sets against matching stripes, and a red-and-white striped set with blue flowers on a pink striped wall. The garment, the pattern and the mood match, which makes each post read as one colourful picture.

Lifestyle scenes carry the story. Three friends relax on a sofa under the line "A day spent in your pajamas is a day well spent", two women stand among cartoon clouds for "Host the best slumber party ever", and a winter post shows a reader curled up under snowflakes with "Spend your winters in bed".

Most single-product posts include a small hang tag showing the price and a Swipe Right button, which points viewers to more images in the same post.

Logo & brand identity

1 piece from the Easywear identity presentation.

Fashion & apparel creative

12 pieces from the Easywear portfolio.