To design a carry bag for Sleepwell mattresses that will help customers carry Sleepwell pillow covers, beds sheets etc. and at the same time reflect the brand position of Sleepwell being a ‘Sleep Specialist’.

The challenge was the confinement of a carry bag to achieve the brief objectives within the cost constrains.The key objective was to reinforce Sleepwell's brand proposition of being Sleep specialists, powerfully and cost effectively.

Although it's difficult to quantify the success of a carry bag, if the clients reaction and customer's delight are any indicator, this project was a runaway success (walkaway maybe). In the mattress / bed sheet market, nothing even close to this has been attempted.

The carry bag had the face of a young man with his eyes open. When the bag is lifted, an eye mask attached to the carry bag’s string handles lifts the eye mask and covers the eyes of the man, making it look as if he’s sleeping. In the process, it also reveals the Sleepwell logo.The bag was given at Seepwell outlets. The effect was furthered by the fact that Indians love to re-use their carry bags, which turned a simple free giveaway into a mobile ambient messaging device.