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2021.01
SYSLEEP Mattress
시슬립
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CLIENT
Seyang Bed Inc.
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INDUSTRY
Corporate ,
Retail -
SERVICE
Creative Strategy ,
Branding(CI) ,
Verbal Identity
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THE CLIENT
클라이언트
Seyang Life (SYLIFE) is Korea's leading bed company, manufacturing and producing only bed frames for 30 years. SYLIFE launched its subsidiary brand, SYSLEEP, but it was significant to re-establish and renew the identity to bring out the characteristics of the mattress brand with an unsystematic brand system.
세양라이프(SYLIFE)는 30년 동안 침대 프레임만 제조, 생산하는 한국을 대표하는 침대 회사입니다. SYLIFE의 자체 브랜드인 시슬립(SYSLEEP)을 런칭하였으나 체계적이지 않은 브랜드 시스템으로 매트리스 브랜드의 특징을 살리는 아이덴티티 재정립과 리뉴얼이 필요했습니다.
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THE OBJECTIVE
목적
As a brand for the premium bed market of Seyang Life, SYSLEEP considers customers' sleep and quality of life. Therefore, we wanted to create a mattress brand that proposes a lifestyle that provides a comfortable texture in every moment of life by expressing the best products designed by a mattress maker and an orthopedic surgeon with a consistent tone and manner design.
시슬립[SYSLEEP]은 세양라이프의 프리미엄 베드 시장을 위한 브랜드로써 고객의 수면, 나아가 삶의 질을 고민합니다. 매트리스 제작 기술자와 정형외과 전문의가 함께 설계한 최고의 제품을 일관된 톤앤매너의 디자인으로 표현하여 삶의 모든 순간에 편안한 결을 선사하겠다는 라이프스타일을 제안하는 매트리스 브랜드를 탄생시키고자 했습니다.
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THE SOLUTION
해결방안
We developed the slogan 'A Comfort Layer to Life' to provide a comfortable texture to every moment of life, inspired by the various layers of mattresses. Thus, we have established brand identity with the concept of 'Add a comfort, Stability, Healthy Layer to your life.' The new logo of Sysleep was developed expressing S, which uses spring characteristics of the mattress, E for layers of the mattress, and the round edge like the soft curves of the bed. The updated wordmark conveys a minimal, premium, and organized feel. The graphic motif gives a minimal and premium mood that expresses the various layers of life. The overlapping lines and the space between them can be a flexible motif that expands into different shapes depending on the intention and use.
우리는 매트리스의 다양한 레이어에서 영감을 얻어 삶의 모든 순간에 편안한 결을 선사하겠다는 ‘내 삶에 편안한 결(A Comfort Layer to Life)’ 라는 슬로건을 개발하고 'Add a comfort, Stability, Healthy Layer to your life'의 컨셉으로 브랜드 아이덴티티를 정립했습니다. 시슬립의 새로운 로고는 매트리스의 스프링의 특징을 살린 S, 매트리스의 층을 표현한 E, 그리고 침대의 부드러운 곡석과 같은 라운드 에지를 표현하여 개발하였습니다. 업데이트된 워드마크는 미니멀하고 프리미엄 하며 정돈된 느낌을 전달합니다. 그래픽모티브는 삶의 다양한 결을 표현하는 게 미니멀하면서 프리미엄 한 무드를 전달하며 겹겹이 쌓인 라인과 그 사이의 공간은 의도와 용도에 따라 다양한 형태로 변화하는 유연한 모티브로 사용될 수 있습니다.
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