Bearaby
Once upon a time, in a world far too fast, lived Bearaby, dreaming of comfort that lasts. With blankets so cozy, so soft and so deep, they made the whole world want to curl up and sleep. But stories were missing—tales woven with care, to turn little moments to magic to share. So Bearaby searched for the perfect storyteller to play the part, and found the right dreamers—Martian Arts.
Together they wondered, “What can we do? We want to make bedtime feel even dreamier too!” After diving into the branding process, a plan came in sight—to craft tiny stories, just short of goodnight. And so they began, with a flicker, a spark, to brighten soft evenings and lighten the dark. A story so brief, yet cozy and bright, tucked in with a nap, and gone with the night.
The Challenge
For Sleep Week, we faced a unique twist: when a child’s weighted blanket feels as good as Bearaby’s Nappling, even the most gripping bedtime story can lose its magic. So we crafted super short bedtime stories that fit perfectly into that precious moment between a cozy snuggle and slumber—each micro-tale capturing a universe of wonder in just a few words.
The solution needed to compete with the allure of the blanket’s coziness. In contrast, Black Friday traditionally brings the frenzy of doorbuster deals—a chaotic rush that starkly contrasts with Bearaby’s calming ethos. The challenge was to transform these two very different holiday moods into moments of reflection and genuine engagement, rather than the standard promotional hustle.
Redefining Bedtime Stories
Tiny Tales
For Sleep Week, we launched “The World’s Shortest Bedtime Stories”—a series of six animated, ultra-short tales dubbed the “Bearytales,” accompanied by limited-edition printed board books free with purchases. This creative twist turned bedtime into an interactive, shareable experience, perfectly bridging the gap between snuggling and sleep.
