The Problem
Twenty-five percent of Russians report being in a state of anxiety, with 41% among millennials.
Six out of ten experience chronic stress, and in major cities, anxiety levels reach 35%.
Urban environments create cognitive and sensory overload—and this disrupts sleep. Sleep ceases to be a sanctuary. It is, in fact, what lowers cortisol and activates the body’s anti-stress system.
Solution
Dremy — a brand of talismanic pillows for sleep.
Their form is composed of solar signs—symbols of the sun and its movement, found in almost every culture. In Russian tradition, they were depicted on cradles to protect the child’s sleep.
Brand Platform
Positioning
Anxious city dwellers can immerse themselves in a safe atmosphere of sleep using a ritual hug with a pillow embodying solar signs.
Values
Love of comfort and aesthetics; interest in archaic imagery, its symbolism, and its meaning; sense of security; individuality and self-expression; mindfulness.
Unique Selling Proposition The pillow transforms from a decorative item into an anti-stress tool.
Character
This character is a guardian—wise and well-read. They strive to create a comfortable and safe space for themselves and others.
Advantages
During the day, Dremy transform into art objects that emphasize the individuality of the space. At night, they become cuddling pillows that protect against evil and improve sleep quality, their shapes ergonomically supporting the body.
Target Audience
Individuals with high levels of anxiety and responsibility. They live alone, have few friends, and often experience solitude. They have high incomes. They value order, aesthetics, and beautiful visuals. They are curious—interested in history and psychology. They need coziness, especially in their bedroom—their sanctuary.
Competitors
We analyzed four competitor categories. Each addresses one need: the roller covers ergonomics, the anti-stress item covers tactility, and the dakimakura covers connection. But no one combines all three. The free niche lies at the intersection of ergonomics, connection, and meaning. This is the territory of Drëmy.
Project Team
Prototypes
We created the first Drëms—cuddly plush toys. But behind the cute exterior, there was an idea.
We began to seek meaning: studying dreams, body positioning, traditional talismans, and ways to connect the archaic with contemporary design. Thus, the toy transformed into something more—a cushion with a concept became a talisman.
