Eight Sleep

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Immersive experiences that let you fall sleep anywhere

Case study
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Product

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For most people, the relaxation of sleep is marred by the unpleasantness of an abrupt wake up each morning. Every day, people are quite literally alarmed into wakefulness.

And there’s even less attention paid to helping people fall asleep in the first place. How might we supplement the bed experience with tools to help you fall asleep and wake up gently?

We integrated wake-up as a phase of the sleep journey, positioning our “alarm” alongside sleep phases in a holistic approach to each night.

Apple would later redesign their alarm UI to be focused on time asleep, with sleep schedules natively into their health app.

Even though everyone has to sleep, people associate sleep with laziness. And sleep-related brands are often stuffy or generic. Combatting this perception is key to Eight’s success.

We positioned sleep as a fitness activity, making the Eight brand more like Nike than Serta. Our content design had to reflect this positioning, too.

We recorded a series of body-weight and yoga exercise videos themed to parts of the sleep journey (light themed for morning wake up and dark for evening wind down).