Zzaffy
Brand book & guidelines
Concept project
- Brand
- Zzaffy
- Industry
- Wellness, D2C Sleep Rituals
- Service
- Branding
Brand book & guidelines - Type
- Concept · 2026
Overview
Zzaffy is an Indian D2C sleep brand built around saffron moon milk, head oil and pillow mist. It needed a brand book that makes switching off feel fun rather than another wellness chore. The book had to keep founders, freelancers and packaging vendors on the same bedtime-party page.
Audience: Burnt-out Gen Z and millennial professionals in Indian metros aged 22–35 who doom-scroll in bed and roll their eyes at preachy wellness.
The insight
Nobody wants to be told to sleep better. Everyone wants permission to log off. Bedtime is a party for one.
Business objective
Give a small team a playful, rule-based system for packaging, social and merch so every touchpoint feels like the same cosy rebellion. The ritual should be distinctive enough to justify a premium, giftable kit.
Visual direction
A sleepy crescent-moon mascot whose z's drift up, designed to animate from day one. Type is Fraunces at its softest and wonkiest, with DM Sans for labels. The palette is midnight plum, saffron pop, milk pink and night mint, with one wonky word per layout.
Deliverables
- Big idea & tone of voice
- Logo, mascot mark & motion (doze loop)
- Colour palette & typography
- Ritual-kit packaging & unboxing
- Merch: door hanger, sleep mask
- Brand book spreads
Gallery
