Client - Mydnite MadneZzz (Sleepwear & Apparel)
Mydnite MadneZzz is an Indonesia-based apparel brand for children, teens and adults. Products offered range from sleepwear/pajamas, loungewear, and eventually, gym wear and sports apparel.
The name Mydnite MadneZzz came from the founders, who realized that after midnight, crazy-good ideas seem to pop up, especially when sitting together with their family. Family time, to them, talking until the wee hours of the night was considered a simple act of happiness, combined with comfy pajamas that let their bonding sessions be snug and warm! Merge the two and you have.... Mydnite MadneZzz!
The icon was inspired by an asterisk (*). The word asterisk comes from the Greek word 'asteriskos' meaning little star and is considered one of the oldest punctuation sign.
The brief for this project was to build a brand that spans across various target markets, be it male/female, various age groups and functionality (sleepwear, lounge wear, athleisure, etc). It was imperative to come up with a logo, colour scheme and brand profile that suits various categories. We kept it clean, crisp, and minimal to increase memorability and wearability across various segments.
Being the expressive element from the Mydnite MadneZzz logo, the icon possesses the room for flexibility and experimentation, with colors, patterns, etc. Once launched and creates a tribe of customers, this gives the owners some creative freedom to expand the possibilities of having a higher range of attractive products that will capture attention that drives more sales in.
