Wellness start-up Gentlee® and creative studio WeWantMore have unveiled a new brand identity that brings softness, trust, and emotional connection to the world of children’s sleep. Not just a name and a logo—but an entire bedtime universe built to scale with the brand as it grows.

From Product to Purpose
Gentlee launched with a clear mission: to make bedtime better. Its first product (a magnesium foot spray that helps children sleep) was already resonating with parents seeking natural remedies. But the brand needed more than just packaging. It needed a clear point of view, a strong yet soothing presence, and a foundation for future growth.

Through research with open-minded parents looking for gentle sleep solutions, one insight came through loud and clear: when children sleep well, so do their parents. That truth became the heart of the brand, including the saying,“Peaceful nights. Joyful days.”

The Shift: From Functional to Emotional
In close collaboration with the Gentlee team, WeWantMore set out to craft a brand that feels like a bedtime companion—reassuring, nurturing, and child-friendly.

At the centre of the brand world is Lee, a cloud-shaped mascot full of curves, charm, and personality. Designed to connect with children and comfort parents, Lee becomes a soft symbol of the brand’s role in the nightly routine.

Visually, the identity avoids the obvious cues of sleep. Instead of relying on dark tones and starry clichés, the system uses light colours, soft textures, and a calming tone of voice. This offers a fresher, more emotionally resonant take on the category.

From packaging to digital touchpoints, every element supports a sense of calm and connection. The result is a brand that whispers rather than shouts, and stands out all the more for it.

“These are the projects where you really have to overthink everything in the strategic part to have a super-solid base. That way we can really let go in the creative part of the process and allow ourselves to embrace your inner child. Once we hit that sweet spot for Gentlee®, the team went wild. They came up with a million ideas around the brand, from a children’s book to a music box and even a Lee-shaped night light. That last one we’re actually prototyping at the moment. Fingers crossed we can show it off soon.”
– Sebastien Greffe, Creative Director WeWantMore