snuggL
Clean, Modern Brand Identity for L-Shape Pillow, Sleep Brand
snuggL is a doctor-designed sleep solution created
especially for side sleepers. Our L-shape Pillow, was developed by Dr. Carl Cricco after years of personal
struggle with back pain and restless nights. As a doctor and a lifelong side sleeper, he knew firsthand how traditional pillows failed to keep the body aligned. Juggling multiple pillows was frustrating and never worked. So he set out to design a single, smarter solution: L-Shaped 3-in-1 body pillow that supports the head, spine, hips, and knees all at once.
When you lie on your side, the hips naturally tilt inward unless there’s a cushion between the knees. This tilt twists the lower spine and strains the joints, often leading to pain in the morning. Chiropractors and physical therapists often
recommend a pillow between the legs, but Dr. Cricco wanted to go further. The snuggL Pillow integrates this essential support into one seamless design, holding the knees apart, keeping the hips level, and maintaining neutral spinal alignment from head to toe. Many customers report less tossing and turning, fewer aches, and deeper, more restorative rest.
Today, snuggL is a premium side sleeper solution built on
medical insight, tested design, and lived experience. Pregnant and postpartum women love it for hip and pelvic support, chronic pain sufferers trust it for relief without medication, and families use it to help kids build healthy posture early on. Every detail, from the hypoallergenic gel-fiber fill to the high-quality pillowcase, is chosen to make sleep cleaner, cooler, and more comfortable.
Design Solution
SnuggL is a doctor-designed pillow for side sleepers. It is one L-shaped pillow that supports the head, spine, hips, and knees at the same time. Before this project, the brand had several logos, mixed colors, and no clear direction. The packaging looked different from the social media, and the social media looked different from the product photos. My job was to bring all of that together into one system that looks the same everywhere.
The logo system has four different logotypes, each built for a different use. The primary logotype places the cloud icon above the wordmark, two separate elements stacked together, and this is the main version used wherever there is enough space. The cloud stands for softness and rest, while the capital L at the end of the wordmark points back to the shape of the pillow itself, so even the name carries a small piece of the product in it. The secondary logotype turns the cloud into one solid shape with the wordmark written in white inside it, creating a single connected mark that works well in smaller, busier spaces like social media or merchandise, and feels more like a badge you can recognize at a glance. The wordmark logotype removes the cloud entirely, keeping just the name, useful for single color printing, black and white version or small text based placements where the cloud would lose detail, but the wordmark and capital L still does the job of linking back to the product on its own. The symbol logotype is the most reduced version, the cloud holding only the capital L, or just the bare L by itself, used for the smallest spaces like a favicon or embroidery, where the brand still needs to be recognized through just one shape, proof that the idea behind the brand, the L shaped pillow inside a cloud of comfort, holds up even at its smallest and simplest form.
Typography is split into two fonts with two jobs. VAG Rounded Next is for headlines, with soft, rounded letters that match the cloud shape. DM Sans is for body text, kept simple and easy to read at small sizes.
The brand is built around a calm blue gradient, moving from deep night blue into soft morning light. It feels like watching the sky change as you fall asleep and wake up rested. Alongside this, a small set of secondary colors, like Sunset, Blush, Soft Sun, and Dream, are used in small amounts to add warmth, while Grey and Midnight bring in a more grounded, premium tone where needed.
A repeating pattern of the cloud and the L shaped pillow, along with the moon and small stars, is used as the brand's signature graphic, appearing on wrapping paper, fabric, and packaging tape.
A small set of line illustrations, supports the brand's calm and comforting character. These sit on tags, stickers, and ad layouts and can be used as icons, representing the values of the brand.
Before this project, snuggL had several different logos, mismatched colors, and no consistent look across packaging, social media, and product photos. Every element, from the logo to the gradient to the pattern, was rebuilt so the brand finally shows up the same way everywhere.
Take a look at the final
