{"id":12990,"date":"2025-07-30T11:31:14","date_gmt":"2025-07-30T04:31:14","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/without-creates-new-brand-for-sleepover-airport-nap-pods\/"},"modified":"2025-07-30T11:31:14","modified_gmt":"2025-07-30T04:31:14","slug":"without-creates-new-brand-for-sleepover-airport-nap-pods","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/without-creates-new-brand-for-sleepover-airport-nap-pods\/","title":{"rendered":"Without creates new brand for Sleepover airport nap pods"},"content":{"rendered":"

Without<\/a> has created the visual and verbal identity for Sleepover \u2013 a new airport service that offers stressed travellers a place to nap and relax.<\/p>\n

In 2020, Airport Dimensions bought ONGROUND Hospitality, a company that ran Sleep \u2018n Fly pods in the Middle East.<\/p>\n

Airport Dimensions, which has previously focused on more traditional airport lounges, has ambitious plans to roll out the sleep stations across the world, but it felt the existing brand wouldn\u2019t scale in the way it needed.<\/p>\n

\u201cThese sleep stations are a huge growth brand proposition for us, that we want to take across the globe ultimately,\u201d says Lauren Burrill, Airport Dimensions\u2019 global marketing director. \u201cBut if we really want to be seen as a disruptor, we\u2019ve got to get people to look up and ask, \u2018What is this thing?\u2019\u201d<\/p>\n

\n
\nhttps:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/07\/Sleepover_Press_Assets_2.mp4<\/a>\n<\/div>\n

That\u2019s where the new name, Sleepover, and the new visual identity comes in. London-based Without was appointed through a pitching process, and Burrill says it was a challenging brief because they needed to introduce this new type of space to travellers.<\/p>\n

\u201cWe were trying to give better language to this new category,\u201d she explains. \u201cIs it a lounge? Is it a hotel? No, we don\u2019t want to use any of those words. It\u2019s a transient, ethereal place, where people can recharge and refresh.\u201d<\/p>\n

There are 30,000 delayed flights every day around the world, and the problem is getting worse. And there were 55,000 flight cancellations in May this year, so that leaves a lot of people who could make use of a Sleepover.<\/p>\n

They offer travellers a choice of spaces, from a nap pod to something which resembles a hotel room, and a flexi-cabin which is modelled on a first-class airline seat.<\/p>\n

The company estimates around half of its users will pre-book, because they have a few hours to kill on a planned lay-over, and half will seek them out because of a delay or cancellation.<\/p>\n

Without\u2019s new identity for Sleepover airport relaxation pods<\/p>\n

Without design director Adam Evans said the fact the brand had to create a new category made it a challenging, but exciting brief.<\/p>\n

He says in the strategy phase they identified three things the new identity had to do \u2013 it had to be clear, to explain what this new sort of airport offering was, it had to stand out in the visually \u201chectic\u201d airport environment, and it needed to work for international customers across many different languages.<\/p>\n

\u201cWe needed visual cues that didn\u2019t rely on words,\u201d Evans explains.<\/p>\n

And Burrill points out that it also had to work for people who might be feeling stressed or overwhelmed in the airport.<\/p>\n

\u201cVery few people like airports. And I think people underestimate that when people travel, they aren\u2019t their normal selves,\u201d she says. \u201cYou have all these heightened emotions and you need to make sure that the brand feels really accessible.\u201d<\/p>\n

https:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/07\/Sleepover_Press_Assets_6a.mp4<\/a><\/div>\n

The name was a big part of the puzzle, Evans says. While Sleep n\u2019 Fly was quite functional, Sleepover is designed to be more playful, and \u201cmaybe turn a negative experience into a positive.\u201d<\/p>\n

Burrill admits that there were internal concerns over focusing so much on sleep \u2013 which is only one of several benefits travellers can enjoy at these stations. But she says, the Without team pushed them to focus on one benefit as a way of introducing the spaces. \u201cThat focus will pique people\u2019s interest, and we hugely valued that part of the process,\u201d she says.<\/p>\n

In digital applications, the \u2018e\u2019s of the name are used in blinking form.<\/p>\n

The visual identity is built around illustrated animal mascots, including a sloth, a bear and a cat.<\/p>\n

\u201cThese animals are all known for being sleepy,\u201d Evans says. \u201cAnd they work for all audiences. If you\u2019re running through an airport, they will really stand out in the signage, almost like a beacon.\u201d<\/p>\n

The colour palette is built around purples, which has connotations of sleep and calm in many different cultures, and the typefaces were all chosen for their combinations of legibility and laidback personality \u2013 a modified version of Redonda<\/em> for the logotype, Degular<\/em> for headlines and Inter<\/em> for body copy.<\/p>\n

The first of the newly branded Sleepovers just opened in Lima airport in Peru, and a new one is set to open in Doha in December.<\/p>\n

Without\u2019s new identity for Sleepover airport relaxation pods<\/p>\n

Burrill says that the new identity has already proved very popular, both within the company \u2013 \u201cWe have some pretty difficult stakeholders in our business\u201d \u2013 and with the airports. \u201cOriginally at Lima we pitched them Sleep n\u2019 Fly, so when we showed them this new branding, they said it was a huge improvement.\u201d<\/p>\n

And she says the process of working with Without was enhanced by the studio\u2019s willingness to question everything. \u201cI love that they challenge us,\u201d Burrill says. \u201cI know not to undervalue that in a client-agency relationship.\u201d<\/p>\n

Without\u2019s new identity for Sleepover airport relaxation pods
\nWithout\u2019s new identity for Sleepover airport relaxation pods<\/p>\n

\nWhat to read next: <\/strong>Wildish & Co creates brand for safe nude-sending app Linq<\/a> | SomeOne creates Peckish brand for Co-op\u2019s new local delivery app<\/a> | BrandOpus creates new brand and packaging for Alpen<\/a> | Thisaway creates a new brand for The Foxes Club<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Without has created the visual and verbal identity for Sleepover \u2013 a new airport service that offers stressed travellers a place to nap and relax. 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