April 2020 |
Naming and brand identity for furniture and sleep industry in Kosovo.
Siesta Comfort was founded in April 2015 with a small staff, but with high ambitions and mission to offer customers something that they need most – Comfort. After years of experience in the furniture industry, inherited from their father, the desire to bring something new drove them to provide better sleep and comfort for people in their bedrooms. So they started to invest in the mattress sector.
‘Siesta’ name derives from the tradition of a midday nap, common in Spanish speaking nations. The act of taking a nap is considered an essential effort of avoiding the midday heat and thus allowing workers to work later into the night. Naming the brand Siesta provided a strong blueprint for the creatives at TROKIT to build on.
Designing the decorous typography that expressed the name was important. The soft and rounded edges of the letters indicating the comfort and relaxation of sleep. Deep blue was chosen for the typography as it subconsciously indicates deep dream-like sleep to the target consumer.
The elements of the visual identity started to awake, the dot of the letter ‘i’ now represented the sun’s position during the common hours of Siesta. Along with this, the dot of the ‘i’ can also resemble a person’s head tilting forward as if they required sleep. The colour orange met this portrayal as it also connected the heat of the sun during the mid-afternoon.
The minimalist marble-like patterns that sit in the background of an array of promotional prints, digital formats and even some of their products compliments the brand in a significant way. The texture melts as if it were itself, dozing off to sleep.
TROKit provided Siesta Comfort with an extensive package that would lay the foundation for what was a high-end product for the region. Today, it is one of the leading companies, operating throughout the territory of Kosovo with retail and wholesale of mattresses combined with all the other products that are related in a way or another with sleep.
