Dormi

How Esteve Pharmaceuticals, alongside CBA, unified its iconic sleep brands under a cohesive ecosystem, redefining leadership in sleep health for a new era of consumer connection.

/ THE UNORDINARY IDEA.

Restorative
well-being.

/ THE CHALLENGE.

Fragmented rest, evolving needs: unifying Esteve’s sleep category leadership.

Esteve Pharmaceuticals, a leading Spanish pharmaceutical laboratory, recognized a pivotal moment in the sleep category. While its iconic brands like Dormidina and DormiNatur held strong individual equity, the broader sleep market was becoming increasingly competitive and fragmented. Esteve’s ambition was to redefine its leadership in sleep health, moving beyond disparate product offerings to a unified, impactful brand ecosystem that reflected its mission of health and well-being.

The core challenge was significant: how to create a new, cohesive brand architecture that could unify and strengthen these existing, distinct brands (Dormidina, DormiNatur) while preserving their individual identities and equity? Esteve needed a flexible yet consistent branding system that would reinforce its overall market presence and deepen consumer connection. This required a distinctive visual and strategic identity that could extend seamlessly across all touchpoints -from packaging and digital platforms to retail and social media- ensuring clarity, trust, and a modern approach in a category vital to public health.

/ THE OPPORTUNITY.

Beyond sleep aids: orchestrating a holistic brand ecosystem.

We identified a unique opportunity for Esteve to transcend the transactional nature of traditional sleep aids and position itself as a true orchestrator of restorative rest. Consumers today seek not just to fall asleep, but to achieve quality rest as a fundamental pillar of overall well-being. Esteve, with its pharmaceutical expertise and existing iconic brands, was uniquely positioned to lead this shift.

The opportunity lay in leveraging Esteve’s scientific authority to build a comprehensive “sleep ecosystem” -a unified brand world that communicated trustworthiness, innovation, and a holistic approach to rest. By creating a flexible brand platform, Esteve could harness the collective power of its portfolio, offering consumers clear pathways to tailored sleep solutions, thereby deepening loyalty and reinforcing its leadership in a meaningful, contemporary way.

/ THE UNORDINARY IDEA.

Restorative well-being.

Our Unordinary Idea is a simple yet profound truth: “Restorative well-being.” This isn’t just a benefit; it’s the ultimate promise that transforms Esteve’s sleep portfolio from a collection of individual products into a singular, powerful commitment. It positions Dormi as the intelligent curator of quality sleep, championing the synthesis of scientific rigor and complete human well-being. This idea pushes against fragmented solutions by offering a clear, trustworthy, and holistic pathway to better sleep, making Esteve the definitive guide in the journey to optimal rest.

/ THE CREATIVE SOLUTION.

Crafting a cohesive and adaptable brand identity for the science of sleep.

To bring “Restorative well-being” to life as Dormi’s guiding principle, we developed a comprehensive and flexible brand identity system that communicated both scientific credibility and a calming, holistic approach.

Solid brand platform: We established a foundational brand platform that articulated Esteve’s overarching vision for sleep health, creating the strategic blueprint for the entire ecosystem.
Unified & fexible identity system: The new visual identity was designed to be cohesive yet adaptable. It provides a consistent aesthetic language across all products (Dormidina, DormiNatur) while allowing for individual brand recognition. This ensures a clear “family look” under the Dormi umbrella without diluting the equity of its established sub-brands.
Clear narrative & value proposition: We crafted a compelling narrative and value proposition that speaks directly to the benefits of restorative rest and Esteve’s expertise. This verbal identity emphasizes trust, scientific backing, and a journey towards enhanced well-being.
Packaging design: Packaging was redesigned to reflect this new coherence. It balances clear communication of active ingredients and benefits with calming aesthetics, ensuring easy navigation and a reassuring presence on the shelf.
Digital integration: The identity extended to digital platforms, creating an engaging online experience that reinforces Esteve’s positioning as a leader in sleep health and provides valuable consumer information.
Cross-touchpoint consistency: From retail environments to social media, every touchpoint was designed to resonate with the fresh, engaging experience consumers seek, reinforcing the brand’s commitment to quality rest.

This creative solution solidified Dormi as a dynamic, trustworthy, and modern leader in the pharmaceutical sleep category.

/ THE RESULTS.

Redefining leadership: Esteve’s strengthened presence in sleep health.

The creation of the Dormi brand ecosystem has significantly advanced Esteve Pharmaceuticals’ mission, delivering tangible impact:

Reinforced market leadership: The unified brand ecosystem has solidified Esteve’s positioning as a forward-thinking leader in the sleep category, cutting through market clutter.
Enhanced consumer connection: The fresh, engaging experience and cohesive narrative resonate strongly with consumers, fostering greater trust and brand loyalty.
Optimized brand portfolio: Dormidina and DormiNatur now benefit from a flexible, unified branding approach, leveraging collective strength while maintaining individual appeal, creating a clear pathway for consumers.
Strategic platform for innovation: The robust brand architecture provides Esteve with a clear framework for future product development and category expansion, ensuring continued relevance in an evolving market.
Industry recognition: Our work for the sleep category at Esteve has been recognized with a silver award at the Premios Aspid España, a celebration of creativity in healthcare communication, underscoring the strategic and creative impact of the solution.
Sustained partnership: This project underscores a successful 7-year collaboration, demonstrating CBA Design’s enduring impact on Esteve’s strategic branding evolution within the pharmaceutical sector.