Idea Worth Rallying Around®
Drift Sandscape is an app-controlled kinetic sand table that sculpts mesmerizing patterns to elevate your space and mind.
Invite calm in with kinetic sandscapes from HoMedics.
HoMedics is the leading global manufacturer of consumer health and wellness products that relax your body, calm your mind, and promote well-being. Their newest ‘passive wellness’ device is a first-of-its-kind portable kinetic sandscape.
- Type New Brand
- Category Tech
- Services Strategy, Naming, Verbal, Visual, Experience
- Model Retail & DTC
Create a new brand to sell 50,000 product units in the first year.
With our homes shifting into our offices, schools, gyms, and everything in between, people are struggling to balance it all. The importance of creating space for peace and tranquility in the home has never been more apparent. The challenge was to define the new category and get people to understand, and want, a product they hadn’t seen before.
Our process brought Drift to market with confidence and cultural relevancy.
People make decisions from emotions, so selling features isn’t enough. Yet, developing an emotive brand vs. a features-and-benefits-led brand was new for HoMedics. Our approach gave the brand something to say, not just something to sell.
Bringing leadership together to unite around meaning for the brand.
We worked with HoMedics’ leadership team, including Head of Corporate Strategy, Head of Marketing and Ecomm, Director of Product Development, and Creative Director, to understand their vision for this new product. Motto led the strategic effort on how to position the brand through story and narrative,
- Strategic Narrative
- Strategic Workshops
- Competitive Audit
- 1:1 Stakeholder Interviews
/ Brand Strategy
Positioning Drift as a statement piece.
Drift’s perpetual motion increases relaxation, enhances focus, boosts mood, and inspires creativity. It adds to the character and ambiance of a home and doubles as a meditation tool, capable of drawing you in. Shaping this strategic narrative created a deeper meaning and purpose for the product.
- Purpose and Vision Language
- Idea Worth Rallying Around™
- Audience Definitions
- Key Business Statements (Who, What, Why, How)
- Brand Promise
Drift: to be carried slowly, a continuous movement from one place to another.
We named the brand Drift to suggest its calming benefits. The name succeeds in evoking the idea of being carried away. It was chosen for its cleverness, distinctiveness, brevity, and likability. Drift draws the audience in and evokes the meditative state we want consumers to experience.
- Naming Brief
- Conceptual Themes
- Naming Candidates
- Etymology and Rationales
- Trademark Consultation
/ Verbal Identity
An inviting, transportive voice that suggests movement.
The category required consumer education, so we developed clear and defined messaging that spoke to the calming, meditative benefits you get from using the product. We crafted voice pillars, key messaging, signature phrases, and a manifesto to use throughout various media channels.
- Brand Personality
- Voice Persona
- Voice Pillars
- Key Messages and Signature Phrases
- Verbal Guidelines
/ Visual Identity
A calming design language that tells the story and connects with consumers.
Everything from the brand look and feel to the logo to the style of art direction was intentionally designed to exude a sense of peace, calm, and relaxation.
- Logo System
- Color Palette
- Art Direction
- Brand Guidelines