Gentlee® started with one goal: to make bedtime better. Launched with a single product, a magnesium foot spray that supports quality sleep in children, the brand needed a name, an identity and a purpose. With plans to grow, Gentlee had to be soft enough for sleep and strong enough to scale to a bigger bedtime world.



Through extensive consumer research with our target audience (open-minded parents drawn to natural solutions) one truth stood out: when children sleep well, so do their parents. This insight became the foundation of the brand, ‘Peaceful nights. Joyful days.’

We shaped the brand as a guiding bedtime companion; trustworthy, nurturing and child-friendly.

To bring it to life and connect with the children, we designed a mascot called Lee—a cloud that’s all curves and quirk. Rather than defaulting to typical nighttime sleep cues, we used light tones and sensory textures to bring comfort and connection to the bedtime routine.