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Somna
Brand Identity
Overview
Sömna is a mattress brand developed as part of Dwellings’ transition into offering its own product line, moving beyond third-party brands.
The range — Aura, Lumi, and Nova — is designed to support better sleep through comfort, support, and long-term well-being..
Challenge
Create a brand that appeals to busy professionals, growing families, and value-conscious shoppers seeking quality without the premium markup of heavily branded products, while positioning Somna as a credible alternative to established brands.
Approach
A calm, approachable visual direction was built using soft purples and greys to reflect rest and comfort. Simplified typography and lowercase styling reinforce accessibility, while pictographic icons introduce a lighter, more human tone — clearly differentiating Somna from the more polished Dwellings brand.
Outcome
The brand launched across retail and digital channels, supported by influencer-led content. The identity translated consistently across touchpoints, helping establish Somna as a clear and accessible in-house offering, with strong initial sales following launch.
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