SleepyFruits
Sparkling Water Brand Identity
Sleepy Fruits is a sparkling water brand built on irony — the bubbly refreshment contrasts with the drowsy faces on each can. Each flavor is personified by a unique character, whose sleepy expression humorously represents the moment before, just before the first sip wakes you up.
The brand targets a young, socially active audience, particularly high school and college students, with a focus on women in their early to mid-20s. The packaging design leans into playful sarcasm and light humor, featuring a series that incorporates mild profanity in a cheeky yet non-offensive manner, aiming to increase shareability and online engagement.
Color Palette
The bold, juicy tones of #F92C02 (bright orange), #FF6B6F (soft red), #FFBC00 (sunny yellow), and #5FA10B (fresh green) give the brand a punchy, fruit-forward energy. These vibrant colors enhance the quirky character designs while reinforcing the fun, unconventional identity of Sleepy Fruits.