From sleep as rest
To sleep as performance.
CHALLENGE
Dream, a recovery and performance brand for athletes, needed to evolve from a niche sleep accessory company into a full lifestyle platform. Once known primarily for its “Dream Tape” mouth strips, the brand had outgrown its category and was ready to enter a new phase: one that celebrated rest not as inactivity, but as the foundation of performance.
STRATEGY
In a world obsessed with hustle, Dream’s message was simple: recovery is strength. Our strategy reframed sleep from a passive state into an active advantage, a crucial tool in physical and mental performance. By redefining recovery through a performance lens, we turned an everyday behavior into a competitive edge.
CREATIVE SOLUTION
We built a brand that could move between worlds — between training and recovery, ambition and rest. Launched across IG, TikTok and other digital channels, Dream’s new identity redefined what recovery looks like and feels like: confident, human, and full of life. Visually, we stripped away the clichés of sleep and replaced them with the language of movement and energy. The result was a brand that felt awake, even when it was asleep. Across social, digital, and product storytelling, Dream became more than a sleep brand; it became a symbol of what happens when performance meets recovery.
RETURN ON CREATIVE
- Rebrand launch exceeded engagement benchmarks across all social platforms
- Follower growth surged +40% post-launch
