Sleeping Giants

Problem
The challenge was to create a brand that pushed beyond the ordinary and stood out with a strong, imaginative identity. Rather than simply designing a logo or a standard set of deliverables, the task required envisioning a full brand, complete with a story and visual language that could live across multiple platforms. The difficulty lay in balancing creativity with cohesion and overall, building a brand that spark curiosity while also being structured enough to feel consistent across print and digital platforms.

Color PaletteColor Palette

Orange

Hex: d5892e

RGB: 213, 138, 47

CMYK: 14, 51, 95, 1

Dark Green

Hex: 414230

RGB: 65, 66, 48

CMYK: 64, 54, 76, 51

Applications
Adobe Illustrator

Adobe Photoshop

Adobe InDesign

Figma

Logo Iteration My goal was to merge the form of a dinosaur with a piece of furniture, creating a playful yet memorable identity. Early explorations included using dinosaur limbs as chair legs and the neck of the dinosaur as the backrest. The final concept features a long-neck dinosaur with its head turned toward the chair, striking a balance between whimsy and clarity. This process also informed my approach to selecting complementary typography.

Green

Hex: 666e46

RGB: 102, 110, 75

CMYK: 58, 42, 76, 23

White

Hex: ffffff

RGB: 255, 255, 255

CMYK: 0, 0, 0, 0

Logo of Sleeping Giants, featuring a stylized figure lying down with the words 'Sleeping Giants' beneath it, on a textured light gray background.
A logo for Sleeping Giants featuring a stylized sleeping giant figure and the text 'Sleeping Giants' on a textured gray background.
Two boxes of Sleeping Giants toy with the logo and text visible, placed against a plain background.

Solution
I developed Sleeping Giants, a playful yet provocative brand that reimagines dinosaur bones, feathers, and scales as the foundation for luxury furniture design, a concept intentionally extravagant, slightly humorous, and thought-provoking. To bring the brand to life, I created a complete identity system and supporting assets, including posters, stationery, product packaging, price tags, magazine spreads, digital ads, social media content, and an interactive website. This cohesive suite of designs allowed the brand’s story to extend seamlessly across physical and digital spaces. Through this project, I combined storytelling, visual identity, and marketing strategy to craft a unique brand based on my interest in prehistoric history.

Logo for Sleeping Giants with an abstract figure and bold text on a textured white wall.
Tri-fold brochure about Velociraptor with a dark green background and orange text, featuring a silhouette of a Velociraptor at the top and subsections with contact info and facts.
Business stationery set for Sleeping Giants, includes a letterhead, business card, and envelope, featuring a dark green and orange leaf pattern with the company's logo and contact information.
A Sephora product label with details about a Stargo Frame, including capacity, price, and product number, displayed on a mobile phone screen.
Open catalog or magazine pages displaying images and descriptions of vintage and antique furniture pieces, including chairs and cabinets, with a focus on ancient Mesozoic pieces.
Two tags hanging from brown strings; one black with green botanical pattern and orange text reading 'Sleeping Giants', and the other brown with product information and barcode.
Open magazine showing a photo of an armchair with a yellow cushion, the text description of the Cretaceous period, and a quote about dinosaurs.
A flyer for the Compy Dresser featuring a picture of a dark wood, mid-century modern dresser with three drawers. The flyer contains text about its materials, size, and history, with the logo "Sleeping Giants" at the bottom right.
Flyer for a Raptor Pot, a decorative bowl with a speckled gray and black glaze, including product details and description.
Poster advertising a Stego frame bed with details about materials, color, height, and diameter, featuring a photograph of a bed with a white headboard and brown bedding.
Two bookmarks for Sleeping Giants, one dark green with gold text and one white with orange text, displaying product details, origin, materials, and care instructions.
Two tablets displaying advertisements for furniture, one with a peach-colored background featuring a dresser and a circular image of a honeybee, and the other with a green background showing a white wardrobe with open shelves.