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PAW SLEEPERS
Branding, Web, Marketing, Strategy
[CREDITS]
Design, Marketing, Strategy: Abbie Edwards
Independent Project
Paw Sleepers is a lifestyle led pet brand offering premium pet beds and pyjamas. Founded during lockdown as a side project to deepen my understanding of marketing, paid social and influencer outreach, the goal was to develop a warm, trustworthy and calming identity that positioned Paw Sleepers as the go to destination for comfort focused pet products.
Wanting the logo to feel soft, calming and instantly memorable, much like the comfort the brand promises pets and their owners, I chose to focus on the name itself as the primary brand asset, using a refined serif typeface that adds a sense of trust and quality. To subtly reinforce the sleep centric nature of the products, I introduced a small but distinct “zzz” motif, treating it as a graphic emblem that could stand alone or be repeated in patterns across packaging and socials. This touch of playfulness balanced the premium aesthetic, helping to make the brand feel both luxury and loveable.
I created a clean, minimal visual identity that allowed the product photography to take centre stage. This was carried through to a user friendly website and a playful, content led Instagram strategy. Leveraging a mix of in-house content and curated posts from pet influencers, I developed a social presence designed to maximise shareability and brand visibility.
From handling influencer outreach and product gifting to managing communications and logistics to ensure successful collaborations, Paw Sleepers grew its Instagram following by over 2,000 users within just four months, while significantly increasing engagement and driving direct product sales.
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