Casper Sleep Kit
Concepting, Book Design, Illustration
The Casper team came to us to concept and create a redesigned version of Casper's classic Welcome Kit, sold with every mattress and a key packaging piece in their unboxing experience. For the updated Welcome Kit, creating a balance between sleep tips + expert advice, puzzles + playfulness, and cross-selling Casper's other products was the main marketing strategy. Designing something customers would also want to keep on their bedside table (even after setting up their new mattress) was another key component, and thus the Sleep Kit was born. A folio of 3 nap-sized mini books (along with setup instructions and CX info on the inner shell) brings customers through the stages of waking, sleeping, and dreaming through life. The collection features factoids, tips, puzzles, illustrations, and an empty dream journal as an added place for buyers to unwind, aside from their mattress. We pitched the Sleep Kit as an initial concept to the larger Casper team, lead the design of the final version, and created a handful of accompanying illustrations used within the kit.Collaborators: Hannah Ratzlaff (Art Direction), August Heffner (creative Direction), Renee Fledderman + Alicia Zurita (Copywriting)
Initial Concepts
In the initial stages of the Welcome Kit Refresh, we worked with the Casper team to concept and visualize a few additional design directions. The first, "The Lost Z," is a sleepy storybook that follows the adventures of a lost Z through a continuous rhyme, among pages filled with abstract, colorful environments (inspired by the interior of Casper's New York office). And the second, "The Most Boring Poem Ever," is a real snooze of rhymes (of the most boring things), across sleepy dark pages with a continuous line lulling readers to sleep. Both concepts were also presented to the larger Casper team, and the Sleep Kit was chosen as the final direction for the Welcome Kit Refresh. 
The Sleep Kit
At first glance, the Sleep Kit looks like a single book or piece, but there are actually 4 separate parts creating the final folio. The outer shell features a double-sided tri-fold that welcomes readers in while containing all of the necessary setup instructions, CX info, and French + Spanish translations. The type on the outside of the shell is a soft blue/gray gradient on white, while the inside features Casper's signature star pattern on a deep navy background. The mini books are stacked within the outer shell, and are visible once the reader fully opens the tri-fold folio. 
Mini Books
Each mini book represents a different stage of the sleeping process—waking up, going to sleep, and dreaming—and the covers each feature a gradient representing these stages (and respective times of day). The "Wake Up" Book focuses on activities for your well-rested mind, with Casper's classic subway puzzles, a sleep-themed word search and a chart teaching readers how to say "goodnight" across the globe. The "Sleep Well" book is a bedside guide to better sleep, with sleep tips (from Casper's board of Sleep Experts), and an illustrated guide to build a "sleep-friendly" environment in your room. The last book, "Dream On," is a dream journal for customers to keep on their nightstand. It's filled with multiple blank, ruled, and dotted spreads to doodle, write, and dream however they wish. 
Illustrations
For the "Sleep Well" mini book, we also created a series of illustrations to accompany the guide to better sleep. Each focuses on a different environmental aspect customers can adjust for the best sleep possible, highlighting companion Casper products (Glow light, sheets, pillows, etc). 