Somnelia
Transforming an unfamiliar sleep product into a premium ecommerce brand with distinct customer journeys for beauty and CPAP.
Service
Web design
Client
Somnelia
Year
2026
The Challenge
One product. Different customers. Different reasons to care.
PureFlow uses a two-layer satin system designed to help the pillow move more freely inside the pillowcase. But its value changes with the customer: beauty shoppers care about friction against their hair and skin, while CPAP users care about mask drag, air leaks and strap marks.
Somnelia needed to explain an unfamiliar product quickly, give each audience a relevant entry point and still present one coherent premium brand. A generic product page could not communicate every benefit equally—or guide every customer through the right story.
The Strategy
We started with the buying logic, then designed the brand, content and commerce experience around it.
Cupcake structured the experience around two distinct customer journeys: Beauty and CPAP. Each path begins with its audience’s specific problem, presents the most relevant benefits and supporting content, and then leads back to the same product and brand story.
The positioning, visual identity, product education and ecommerce experience were developed as one connected system. Clear sizing, intuitive purchasing, free shipping, a 30-night trial and a three-year warranty help reduce uncertainty around a product customers have never encountered before.
The result is a scalable brand platform—not simply a product page—built to support multiple audiences, languages and markets.
