slumber::techLindsay · Pixler · Schott · Kuertz · Wong
The Brief — slumber::tech Response
Winning the night. A campaign for LunaVault.
LunaVault makes two of the most scientifically grounded sleep products on the market. The problem isn't the products. It's that most customers never discover they work better together — and the brand hasn't yet claimed the science-of-sleep space it deserves to own.
The Data Problem
65%
Don't rebuy
First-time Recovery Square buyers who never return.
12%
Stack the products
Despite the 40% deep sleep improvement when both are used.
40%
Deeper sleep
When the Square and Distillate are used together. The whole point.
80%
Perceive as candy
Social mentions categorize LunaVault as luxury candy, not performance wellness.
Diagnosis
The Core Problem
LunaVault is meeting industry average. Not because the product is average — it isn't — but because the positioning hasn't kept up with what the product actually does. The science is there. The perception isn't. This is a fixable problem.
The Stacking Gap
The 12% stacking rate isn't a behavior problem. It's a product architecture problem. Customers aren't combining the Square and the Distillate because nobody made it the default. Somnia S² fixes this by making the bundle the primary SKU — the two products arrive together, instructions included, the stacking is built in.
The Opportunity
The science-of-sleep space has no luxury owner. Matthew Walker has the book. Calm has the app. Nobody has the premium physical product that sits on a nightstand and feels like it belongs there. That's LunaVault's position to claim — and slumber::tech's campaign is built to get them there.
Target Audiences — Prioritized
① Business Executives② Moms — Exec of the House③ Sleepmaxxers (already converting)
① The Executive
Winning the day, losing the night. Responds to authority, science language, Greek nomenclature. Performance framing. The "S²" name is for them. Airport lounge acquisition. Connected TV after 10pm.
Primary Target
② Exec of the House
Runs the logistics, the calendar, the emotional temperature of every room. Medicine framing resonates more than biohacking. Needs simplicity — 30 seconds, not a ritual. Peloton crossover. Mom influencers. The "it works while you sleep" angle.
Primary Target
③ Sleepmaxxers
Techbros, biohackers, executives already in the wellness orbit. They're already finding LunaVault. Low-effort retention. The science reframe confirms what they already want to believe.
Tertiary
Our Response to the Brief
Make it as essential as coffee
Morning coffee is a ritual because it's physical, habitual, and delivers on its promise every single day. The S² system is the nighttime equivalent — a box on the nightstand, a 30-second ritual, a result you feel the next morning. "Invest in your sleep."
Bridge science and luxury
The rebrand leans hard into science — "Distillate" stays. S² as a name reads like a compound formula. Dr. Jade Wu (Hello Sleep) as a credentialed endorser. But the packaging, the typography, the silence of the box — all luxury. The product earns both.
Hero Campaign Line
Invest in your sleep.
Design Strategy — slumber::tech
The brief said bridge science and luxury.
Every design decision in the Somnia S² prototype is a direct response to that ask. Here's how we got there — and why each choice matters beyond aesthetics.
Typography System
Catchy Mager — Display / Headlines
Somnia Square
Touvlo — Labels / Navigation / UI
Recovery · Distillate · Vol. I · Sleep Confections
Libre Baskerville — Body Copy / Italic Quotes
"The modern executive is winning the day. Somnia S² is how they stop losing the night."
Catchy Mager carries the luxury-serif authority of the brand — it reads like something that should be on a label. Touvlo handles all the functional UI text; it's a Monotype grotesque that feels credentialed, not trendy. Libre Baskerville lives in the body copy and pull quotes, where it provides the warmth and readability that the display faces can't.
Color Palette
#030303 Ink
#3a506b Navy
#f4f1ec Cream
#d8d5f0 Lavender
#dddddf Silver
Near-black ground with cream and lavender text reads as clinical without being cold. The lavender sits in the same perceptual register as moonlight — it's the product's signature hue. We don't use blues or greens, which would push toward pharma or wellness-generic. This palette is specific enough to be ownable.
Design Principles — Each a Brief Response
01
The science modal price unlock
The 12% stacking rate is a UX problem. We solve it by gating the member price behind reading the stacking science. Customers who understand why it works are the customers who actually stack. The modal converts education into behavior change — and directly addresses the brief's data problem.
02
Time-aware late-night mode
After 10pm, the site desaturates and a banner appears: "It's late. Shouldn't you be asleep?" The product is for people who can't sleep — so the site behaves differently when those people are most likely to be on it. This is the connected TV strategy expressed as a web experience.
03
The product image as hero
The matte black Silent Box with foil-wrapped squares is the physical proof of the luxury claim. We give it a full-bleed section — not buried in a product card. The object does the selling. Copy just gives it context.
04
Editorial grid, not e-commerce grid
Most supplement brands use a product-page layout that says "here is a thing you can buy." We used a magazine/editorial structure — sections, pull quotes, datelines, ingredient callouts with botanical Latin. It signals that this is a considered product, not a shelf item.
05
The animated sleep chart
The "without S²" line draws first — chaotic, shallow, broken by the 3am cortisol spike. Then the "with S²" line draws in smoothly, deep and sustained. It's the product promise as a data visualization. No claims needed — the chart speaks.
slumber::tech — Integrated Marketing Pitch
The full pitch. Eight slides.
A complete campaign proposal for LunaVault Sleep Confections. Click any slide to expand.
01
SLEEP
The Problem
You're winning the day. Not the night.
25 million Americans have insomnia. The highest performers are the worst sleepers — not because they're broken, but because nothing was built for them. Until now.
65%Don't rebuy
80%Think it's candy
12%Stack the system
02
S²
The Insight
The science is there. The perception isn't.
LunaVault is meeting industry average not because the product is average — it isn't. The 40% deep sleep improvement when the Square and Distillate are stacked is real data. The problem is that 88% of customers never discover it. This is a positioning and education problem. That's what we fix.
03
SQ
The Product
Introducing Somnia S².
LunaVault's two existing products — the Recovery Square and the Amber Distillate — bundled as a single SKU. Each compartment has both. Instructions inside. The stacking is built in. Quick-use travel version with instructions on the exterior. The Silent Click Box is retired. This is what S² looks like.
Recovery SquareAmber DistillateBundled SKUTravel Version
04
WHO
Audience Strategy
Three audiences. Two we want badly.
① Business executives. Authority, Greek nomenclature, performance data. Airport lounges. Connected TV after 10pm. ② Moms — exec of the house. Medicine framing, not biohacking. 30 seconds. Peloton. It works while you sleep. ③ Sleepmaxxers — already finding us. Low-effort retention.
05
CAMP
Integrated Campaign
"Invest in your sleep."
One line. Three executions. The TV commercial: a man through his day — meetings, flights, data overlays showing performance metrics ticking up — all because he slept. The web ad: your phone goes black and white mid-scroll. "You should really be asleep." Then the product. The #GoodNight social campaign: influencers share their wind-down rituals. Nick Wiger puts on blue-light glasses an hour before bed. Dr. Jade Wu says "yeah, this chocolate drug's not bad, I guess."
06
DIST
Distribution & Acquisition
Meet them where they can't sleep.
Free samples in elite airport lounges — sign up for membership on-site, first month free, QR code to the Delta page. Peloton studios as physical presence — fitness-to-sleep crossover. Connected TV ads after 10pm targeting the exact window. Calm + Insight Timer meditation partnership: 20-minute guided tracks timed to the Distillate's onset. Selena Gomez Peloton collab. Mid-level VP influencers.
The Delta Page
Scan to see the live acquisition experience
Airport LoungesPeloton StudiosConnected TV 10pm+Calm · Insight Timer
07
PERF
Performance Marketing + Retention
Fix the 65% who don't come back.
Email win-back sequence — "Hey. We think we know what happened. You bought the Square and it was good but not great. Here's why: you needed both. Try S² — we'll make it easy." This or That social polls: "How do you wind down — book or doomscrolling?" Self-selects audience segments in real time. Subscription pricing unlocked via the Science of Sleep modal on the site.
Email Win-BackThis or That PollsScience ModalSubscription#GN Campaign
08
GO
The Ask — slumber::tech
The science-of-sleep brand has no owner yet.
Matthew Walker has the book. Calm has the app. Nobody has the premium physical product. LunaVault is already positioned to claim it — the data is there, the product works, the packaging is right. slumber::tech's integrated campaign makes the stacking the default, the science the story, and the night something worth investing in.
