Zissou is a startup from São Paulo that wants to change the “sleeping business” in Brazil.
Zissou is a startup from São Paulo that wants to change the “sleeping business” in Brazil.
For a city that is groundbreaking in so many things, buying a mattress in São Paulo - or in any other city in Brazil - it is still a daunting task. From old fashioned stores to long delivery dates, the experience has still a lot to improve. Zissou wanted to fix that. Aiming to be the first big company to bring the “bed in a box” concept to the country, along with the online buying experience, it had everything to become a pioneer.
The brand’s positioning aimed to go beyond. It could not be only about the product - a mattress - but about a broader issue: sleep. We studied the repercussions of sleep in modern life, and created the tagline “Dormir e viver”, which translates to “Sleeping and living”. A brand’s positioning that was meant to guide not only the mattress itself, but any other products that could be developed.
The main task was to create a logotype that wasn’t like any other in the category, but in a way that wouldn’t stray too further from it. While analysing the logos from the research of competing and analogous companies, we came to the conclusion that one of the most recurrent patterns was the "wave". It appeared in a more or less obvious way, but was present in the vast majority.
For the Zissou logo, this same "wave" was created but in a proprietary way. Also its shape reminds us of the graphic representation of sleep, the “zzz”, often represented in ups and downs.
All graphic elements are derived from the “z” symbol. They can assume different directions and sizes in order to bring movement and dynamism to the communication.
A sans serif typeface that brings simplicity and minimalism to the brand’s identity. This family includes various weights, making it quite versatile.
Also, giving it a special touch, playing with the height of some letters, gives it personality and makes it work as a brand’s signature. This way, anyone can easily recognise any text from the brand.
The colour palette has two main colours:
- One warm colour that stands for the day, the light and the buzz.
- One cool colour that stands for the night, the stillness and the tranquility.
It’s all about the balance between both. For a richer and resourceful palette, other shades of the same colours were added to represent the moments within - the sunrise and the sunset.
The icons were created with rounded corners following the same lines as the graphic elements. The contrast between lines and shape makes them unique.
The brand’s photographic style was built upon its pillars: simplicity, diversity, balance and, of course, authenticity. Besides that, rules were established in order to ensure that photographs were always linked with the brand’s colour palette and connected to the right target.
Because the mattress is a “bed in a box” (and that is for sure one of its most important features) the box itself is quite portable and can be carried around town pretty easily. Also the surprise of getting it in such a small packaging in mostly always a “wow moment”. This becomes a great opportunity to communicate with our public.
It was important to highlight two key messages:
- The packaging carried a bold and direct statement, that impacted the client and everyone that saw the box. The message was simple and powerfull: “yes, there is a mattress inside”;
- The brand’s positioning, “Sleeping and living”, was represented by listing the so many things that people can do on the mattress.