PROJECT BRIEF
As part of my fifth-semester studio, Illustration for Communication, I was challenged to market an ordinary rock for an unconventional purpose
My response was Pebble Dream, a conceptual brand campaign that reimagined a simple pebble as a sleep companion designed to promote relaxation, reduce stress and anxiety, and encourage better sleep through the power of storytelling and branding.
Project Type
Brand Strategy & Visual Communication
Team
Individual
Timeline
1 Week
PROJECT AT A GLANCE
Defining brand vision, values, archetypes & slogans
Giving the Rock a meaningful purpose — Pebble that promotes better sleep, and defining potential customer segment
Converting the Rock into a Product, Target Audience
Crafting the Pebble Dream Brand Strategy
Iteration & Creation of Campaign Posters
The Objective: Sell a ROCK
Selected Concept: Sleep Pebble that promotes good sleep and dreams
Legend:
Favourable Concept
Might be Selected
Not Selected
Target Audience
Insomniacs
Overworked Employees
Individuals under high stress
People with Sleep Anxiety and other sleep-related problems
nAMING THE bRAND - pebble dream
brand strategy of pebble dream
Brand vision
Pebble Dreams is a product that is beneficial for everybody who struggles to fall asleep. In today’s world, the brain cannot afford to rest because of the 101 things we are constantly thinking about. Pebble Dreams, by keeping it near you, will always fight away the stressful thoughts, giving the best sleep one never knew they could have.
Brand VALUES
Well-Being
Compassion
Playfulness
Calmness
Brand ARCHETYPES
The Caregiver
The Innocent
Brainstorming Slogans for pebble Dream
Pebble Dream: Watch Your Stress Disappear Like Everything You Heard in Class
The cutest girl you’ll sleep with... Stress-free
Get Stoned to Sleep: The only high you’ll need
Close all your tabs with pebble dream
Sweet Dreams are made of Stone
Princess & the Pea: Even the Princess will sleep through it
Sleep Like a Boss, So You Can Actually Be the Boss.
Your one way ticket to La La Land - No Ryan Gosling Required
Moodboard
Poster 1: Presenting the Product
Student falling asleep at study desk and the rock giving them calmness
Person putting rock under pillow for better sleep captioned more rock less stress
Poster 3: Employee sleeping peacefully next to the rock
Poster 2: Student sleeping on
desk stressed out from exams
Couple Sleeping together with rock in between for a better relationship
Elderly getting ready to sleep and keeps rock next to them before sleeping
CAMPAIGN POSTER ITERATIONS
Other Iterations
CAMPAIGN POSTER Illustrations
Medium: Done with Marker, Fine tip liners, Colour Pencils & Oil Pastels
Final Campaign Posters
TYPE & COLOUR SCHEME
Sacramento
WHAT I LEARNT AS A DESIGNER
Finding opportunity in constraints: In the beginning, I found it difficult to surrender to the idea of selling a rock because it sounded unrealistic. What helped me overcome that was legitimising the topic and applying a few things I learnt from my major in Business Systems & Service Design.
Designing from communication first: I learned to establish the message and taglines before developing the visuals, allowing the illustrations to strengthen rather than carry the concept.
Iterating with intention: Applying feedback and lessons from previous projects helped me become more deliberate with composition, typography, and the overall visual hierarchy.