Snoozy
One of Duma’s most popular toys was a small sleeping bunny they’ve created in four colors. The toy is meant for babies and children of a very early age, so had no hard materials and was entirely made of threads and stuffing. And it was adorable. I saw potential for an entire collection around this single product, so I pitched a few additional ones over time.
The first product pitched was based on their earlier experiment with blankets. Although they wanted to create baby blankets, they were not connected to the bunnies nor were they a specific design. So instead, I took the concept of sleep and played with their signature closed eyes and the stripes of the bunnies, resulting in two blanket designs in four colors each. One combined the closed eyes with stars and the other combined them with the stripes on the bodies of the bunnies. I wanted to create simple designs that were easy to produce and fit coherently with the bunnies.
The second product was a lino print on two different colors of paper. The print was composed of the same signature closed eyes, and two clouds surrounding them. They were hand printed on a soft silvery baby blue, as well as a neutral warm toned beige with a light spark and the subtle effect of sprinkles on the paper. The prints were to be sold in white frames with a thick white, which would compliment a room especially with the inclusion of the blankets and bunnies.
The final product added to the list with a sheep to accompany the bunnies. Originally, the talk of sheep started coming up when discussing any Eid Al- Adha promotions, but I refused the utter cliché of releasing sheep for Eid. Instead, I played around with incorporating it into the Snoozy collection for the whole “counting sheep” concept (arguably also a cliché, but not as common of a concept to our audience and demographic). Besides, if anyone did wish to purchase said sheep for Eid, it would be available anyway.
As the products were forming a collection, I suggested marketing it as such and actually naming it. The collection revolved around the main concept of sleeping, closed eyes and targeted mainly babies, so the name Snoozy immediately came to mind. I thought the word itself has a pretty cute quality which fit the purpose, and luckily they seemed to like it.
