Starting Point

Gentlee® is a children’s sleep and bedtime brand created to make nights easier for kids—and mornings better for parents. Ahead of launch, Gentlee® came to us to define its name, identity, and purpose, starting from a single hero product: a magnesium foot spray for children designed to support a calmer bedtime routine. The brand needed to feel soft enough for sleep, yet scalable enough to grow into a bigger bedtime world.

Our Brand Move

Through parent interviews and concept testing with open-minded families drawn to natural sleep solutions, one truth stood out: when children sleep well, parents do too. We turned that into Gentlee’s positioning and promise: Peaceful nights. Joyful days. From there, we shaped the brand as a guiding bedtime companion—trustworthy, nurturing, and child-friendly.

Character & Visual Expression

To connect with children, we designed a mascot called Lee: a soft, quirky cloud who helps make the bedtime ritual feel safe and familiar. Instead of defaulting to typical nighttime cues, we used light tones and sensory textures to create comfort, calm, and connection at the end of the day.

“We would like to sincerely thank you for the fantastic work you’ve done for our brand over the past four months. Your creativity, strategic insight, and dedication have made a huge impact, and we’re incredibly happy with the result. From the very first brainstorming sessions to the final execution, we’ve found the collaboration to be highly professional and inspiring. You’ve truly helped elevate our brand identity to the next level, and we deeply appreciate that. We look forward to building on this strong foundation and hopefully working together again in the future. Thank you once again for everything you’ve done!”

— Emilie Verhamme, CEO & Co-founder