Sleep Doctor brand identity

Rise + Shine were a chain of stores in the eastern Australian states who supplied bed linen, furniture and mattresses.  Following a diversification of parts of their business, the group members approached McCallum to discuss the development of their brand including the development of a new name, logo, identity and retail presence.

After conducting a number of focus groups, McCallum in association with Rise + Shine decided that the most appropriate name would be Sleep Doctor – a name that the group had already used in a former life but was old, tired and in need of total reinvigoration.

McCallum then created the Sleep Doctor identity as shown here, providing a brand identity and colour scheme supported by guidelines, internal and external paint codes and a clear outline on how the brand should be implemented on store fronts during the first part of 2010.

The next phase is to take the brand identity inside the store and reinforce across all POS and promotional material.