HappySleepers is based in north London, and was founded by three mothers, who are also trained child psychologists.
One of the founders, Jenny Stephenson, approached Supple Studios having met consultancy founder and creative director Jamie Ellul through NCT classes.
“She knew I’d experienced sleep issues first hand and would get what the project was about!”, says Ellul.
“As soon as I read the brief I had the smiling eyes idea, I have to say it felt like a gift of a name – a dream brief if you will.”
Supple Studio brought in illustrator Robert Ball to create a aeries of characters with faces bearing the smiling eyes of the logo, representing children ranging in age from newborn babies to teenagers.
The consultancy also designed the website, which was built by HeaderLondon. The Ball-drawn characters pop-up throughout the site, which was designed to be quick and was to use for parents who are “time pressured (and probably tired too)” says Ellul.
The tone of voice was developed in collaboration with Jim Davies of totalconcent (for which Supple Studio recently designed a new website), and uses the strapline “’Say hello to good nights.”