Case Study. Restday PJ’s
Full Brand Creation and E-commerce Launch
Client
Restday PJ’s. A lifestyle sleepwear brand designed for people who value comfort, slow living, and relaxed home routines.
Role
Brand Designer. Product Designer. E-commerce Designer. Creative Direction.
Platforms & Tools
Shopify | Adobe Creative Suite | Social Media Platforms | Packaging Production
The Challenge
Restday PJ’s was a new brand entering the sleepwear market without an existing identity or online presence. The goal was to build a brand from the ground up that communicates comfort, softness, and a relaxed lifestyle while creating a seamless online shopping experience.
The project required developing everything from the brand identity and product design to the digital storefront and launch strategy.
E-commerce Website Design
A Shopify store was designed and built to support the brand launch and online sales.
Key features included:
• Full website design and structure
• Product page design and product listings
• Mobile-optimised shopping experience
• Instagram integration for social proof
• Streamlined checkout process
The website prioritised clarity and simplicity to make browsing and purchasing effortless.
Digital Launch & Social Media
The brand launch included setting up the digital presence to support early growth.
Deliverables included:
• Instagram and Facebook account setup
• Branded post templates and launch content
• Product showcase posts and reels
• Influencer unboxing collaborations
This helped establish Restday PJ’s lifestyle identity and build early audience engagement.
Outcome
Restday PJ’s launched with a complete brand ecosystem designed to support both product identity and digital sales.
The project delivered:
• A fully developed brand identity
• Custom-designed pajama products and patterns
• A functional Shopify e-commerce store
• Branded packaging and product materials
• A coordinated social media launch
The result was a cohesive lifestyle brand ready to grow its audience and online sales.
Brand Strategy & Identity
The brand identity was designed around the idea of rest, calm, and everyday comfort.
Key design decisions focused on softness and warmth through colour, typography, and layout.
Deliverables included:
• Logo design and brand mark
• Colour palette and brand system
• Typography selection and visual hierarchy
• Brand guidelines for consistent application
• Social media visual direction
The identity was built to feel cozy, modern, and approachable across digital and physical touchpoints.
Packaging Design
Packaging was designed to extend the brand experience from purchase to delivery.
Deliverables included:
• Eco-friendly shipping mailers
• Branded thank-you cards
• Garment tags and labels
• Packaging layout and artwork
The unboxing experience was designed to feel thoughtful, warm, and aligned with the brand identity.
Product & Pajama Design
Beyond branding, the project involved designing the actual product line and patterns for the pajamas.
Work included:
• Pajama pattern design and prints
• Product colour combinations
• Fabric style direction
• Product naming and SKU structure
• Visual identity applied to garment tags and labels
The goal was to ensure the product itself reflected the brand’s core feeling of comfort and relaxation.