Somna
Brand Identity
In-house design project for Dwellings
The Project
Earlier in the year, Dwellings revamped and reintroduced its Sleep Gallery, a dedicated space for its mattress offering.
Somna was developed as part of Dwellings' move toward offering its own curated lineup. The mattress collection includes Aura, Lumi and Nova, with the brand positioned around comfort, support and better sleep.
The instruction was to create a visual identity that felt fun, calm, approachable and reassuring.
The Identity
The visual direction was built around a deliberately limited colour palette of calming purples, supported by softer neutral tones. The intention was for the purple to become strongly associated with Somna over time, creating recognition across its different applications.
The logo uses lowercase typography to give the name a softer and more approachable character. Rounded elements and simple graphic details were introduced as accents, adding personality without overwhelming the core identity.
The resulting identity balances calm and reassurance with a sense of fun, creating a visual language that feels appropriate for a sleep-focused brand while remaining accessible to a broad retail audience.
Retail Communication
The identity was developed to work across both physical and digital touchpoints, including retail graphics, promotional materials, social media, digital advertising and in-store communication.
Because some retail advertising within the mattress industry can be overwhelming, I felt that introducing options for better sleep called for designs that were clear and concise. Where possible, compositions were kept light and uncomplicated so that customers could absorb information without being visually overwhelmed.
The Sleep Gallery is located upstairs, creating a need for artwork that could both promote and inform while helping guide customers toward the showroom. Purple visual cues were carried from the exterior through the store and upstairs, creating a simple visual connection between the promotional material and the destination.