The Brief
Story-led & Meaningful
Layla Tov Sleepwear
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Logo Suite, Visual Identity, & Creative Direction -
Brand Strategy, Messaging, & Positioning
The Strategy Behind the Brand
Layla Tov started in the quietest part of the day—bedtime. Liora was building a home that felt intentional, and what her children wore into that space mattered. She wasn’t looking for louder prints or trend-driven sets. She wanted something softer, more considered—pajamas that felt beautiful, high quality, and aligned with the kind of Jewish home she was creating. The market offered options, but none of them carried that balance. They were either playful and disposable, or polished but empty. Nothing held both.
She created what she couldn’t find. Pima cotton, small-batch production, and designs that carried meaning in a subtle, almost understated way. But as the brand began to take shape, there was a disconnect. The product had intention built into it—but the brand wasn’t articulating that intention clearly. At first glance, it read like a children’s sleepwear line. Soft, nice… familiar. It didn’t yet communicate what made it different, or why a parent like her would choose this over everything else available.
The shift happened in the strategy work—when we stopped looking at the product as a set, and started looking at the moment it lives in. That was the breakthrough. This wasn’t about pajamas. It was about what happens in them. The end of the day. The closeness. The questions kids ask right before they fall asleep. What Liora had created was a way to interact—a natural opening for connection, for introducing meaning, for bringing Jewish stories and identity into a moment that already exists. The product wasn’t supporting bedtime. It was becoming part of it. That’s where the language of interactive pajamas took hold—and from there, evolved into something more ownable: storywear. The bedtime story, built into what they wear.
TAGLINE
Stories of Legacy, Slipped Into
From that point on, every decision had a clear role. The messaging shifted from describing features to reflecting experience—speaking to a parent who values presence, not performance. The identity followed with the same discipline. Soft, but elevated. A palette drawn from the material itself. Typography that feels calm and grounded. Storybook-inspired elements woven in subtly, so the idea of narrative feels inherent, not added. Nothing loud. Nothing forced. Just enough to signal that there’s more here than what meets the eye.
What changed was the way the brand is understood. It now meets the product at its level—communicating the depth that was always there. When the right customer lands on Layla Tov, they don’t need to figure it out. They recognize it. Not just as something beautiful to put their children in—but as something that belongs in their home, in their rhythm, in the moments that matter most.
Results at a glance
- Defined a clear, ownable category—storywear—rooted in real use, not marketing language
- Transformed “interactive pajamas” into a meaningful brand experience centered on connection at bedtime
- Clarified positioning so the value is understood at first glance
- Elevated the brand to match the intention, quality, and depth already built into the product
- Built a messaging system that speaks to a parent who values presence
- Created a visual identity that signals softness, structure, and meaning
- Established immediate differentiation in a saturated children’s market
“Shani brought so much clarity, creativity, and direction to my brand
I came in feeling lost when it came to finding my place in the market and creating a polished look, and she made the entire process feel seamless, exciting, and fun. The strategy work, brainstorming, and final brand reveal were incredibly eye-opening. Even when shipment delays pushed our product arrival later than expected, her branding guidance made us feel prepared and ready to launch. We saw instant results, and the final logos, palette, and strategy gave me real direction for what comes next.”
