Hit the Hay
Brief
In a culture that glorifies productivity, rest is often misunderstood as laziness, leaving many young adults feeling guilty for slowing down. Hit the Hay challenges this mindset by reframing sleep as something essential, meaningful, and worth celebrating. The brand highlights real, unfiltered sleep moments to make sleep feel normal, human, and unapologetic.
Solution
This audience seeks comfort, honesty, and the feeling of being truly understood. Beyond soft sheets, they want a brand that acknowledges the emotional side of sleep - burnout, bedtime rituals, doom-scrolling, and the messy realities of modern rest.
Hit the Hay’s visual world is warm, soft, and playful, capturing authentic sleep moments and celebrating every type of sleeper. Through tactile materials, relatable storytelling, and simple prompts that spark reflection, the brand invites people to pause, breathe, and reconnect with themselves.
It’s more than a place to sleep - it’s a space where rest is valued, meaningful, and normalised.
Individual Project
This project centred on creating the Hit the Hay brand from concept to execution. I developed the identity, crafted the narrative, and designed the visual language across packaging, photography direction, digital layouts, and campaign touchpoints.
Brand Identity
Brand Strategy
Storytelling
Packaging
Digital & Campaign Touchpoints
