The long-term relationship with Insomnia – an Australia fashion lingerie brand, makes the re-branding of Insomnia to be done more smoothly.

To ensure the new branding resonates with consumers and communicates with the young, active and lively personality that Insomnia delivers, we recreated a visual identity by keeping the original key element – mermaid, but used block colours and a simple profile to express dynamic and freedom. The fonts were chosen to match in line with the brand image, and also enhance the brand identification.