Cullaa
project overview
Cullaa is an education led sleep and wellness brand created around the realities of women’s sleep. Rather than treating sleep as a one size fits all problem, Cullaa helps women understand what may be affecting their rest, from mental load and pre sleep arousal to hormonal and biological changes. The brand combines education, guidance and carefully selected products to help women build better routines and make more informed choices about their sleep.
project type
Visual Identity
year
2026
my role
creative
client
Cullaa
The Problem
Sleep advice rarely accounts for the gender sleep gap. Women experience more disrupted nights and less restorative sleep, yet much of the existing sleep and wellness landscape offers generic advice, quick fixes and products without enough context. The challenge was to create a brand that could make sleep feel more informed, personal and approachable, without adding to the noise of the wellness market or treating products as the automatic solution.
The Solution
Put understanding before recommendation. Cullaa was built around an education first approach. The brand helps women understand the factors affecting their sleep before guiding them towards practical support. Products are introduced only when they address a specific concern and have a clear role within a routine. This principle shaped the entire brand experience, creating an identity that balances clinical credibility with warmth, softness and sensory appeal, making sleep support feel considered rather than prescriptive. Listen first. Guide second. Recommend with restraint.
