Lovebugs Sleep Coaching

Brand Identity & Marketing Materials

A collection of sleep coaching materials from Lovebugs, including printed guides, a gray notebook with elastic strap, light blue envelope, pen, eucalyptus leaves, a wooden teething ring with star-shaped beads, and a color palette swatch featuring beige, sage, dusty blue, soft cream, blush, and night sky colors.

Overview

Lovebugs Sleep Coaching needed a brand that felt reassuring, approachable, and family-friendly while still maintaining a polished, professional appearance.

The goal was to create an identity that would appeal to exhausted parents seeking support while conveying trust, expertise, and warmth.

The Challenge

The visual identity draws inspiration from bedtime routines, comfort, and childhood wonder. Soft colors, playful details, and approachable typography were chosen to create a welcoming experience for parents while reinforcing the caring nature of the business.

Subtle moon and star elements help communicate the sleep-focused nature of the brand without relying on overly trendy or cartoon-like visuals.

Creative Direction

Legacy Wear was built around the idea that jewelry can become part of a person's story. The client creates handcrafted silver pieces designed to be worn, gifted, and treasured for years, so the brand needed to feel just as meaningful as the work itself.

The visual direction focused on creating a sense of timelessness. Rather than relying on trends or overly decorative elements, the identity combines elegant typography with a warm, earthy palette inspired by natural materials and handcrafted processes. Rich browns, soft grays, and subtle textures help create a feeling of authenticity while allowing the intricate silverwork to take center stage.

Much of the inspiration came directly from the jewelry itself. The organic forms, detailed craftsmanship, and heirloom quality of the pieces influenced both the visual language and overall tone of the brand. The result is an identity that feels refined without being formal and handcrafted without feeling rustic:
a reflection of the care, artistry, and intention behind every piece.

The Outcome

Lovebugs Sleep Coaching is a family-focused brand designed to help parents navigate the challenges of infant and child sleep. The visual identity combines soft colors, approachable typography, and playful bedtime-inspired details to create a brand that feels comforting, trustworthy, and welcoming.

  • Hero image

  • Brand board

  • Logo suite

  • Color palette

  • Business cards

  • Marketing pieces

  • Website mockups

Deliverables

Client
Michelle McAvoy

Year
2017 & Refresh 2025