Introduction

Sleeping Never Triumphs
London, United Kingdom
2023

"Schöne Träume" is the German phrase for "sweet dreams" or "beautiful dreams," commonly used as a parting phrase before someone goes to sleep to wish them a peaceful, pleasant night. It can also be expressed as "Träum was Schönes" (dream something nice) or simply "Schlaf gut" (sleep well).

Click the website link below for further info:

www.schonetraume.com
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Inspiration

References include:
Architecture
Cinema
Music
Sports
Typography

This collage represents the visual language behind the collection, drawing from various personal interests, cultural references and everyday observations.
It blends athletic history with classic architecture, vintage typography, and traditional craftsmanship. These elements helped translate my ideas into contemporary clothing. When conceptualizing Schöne Träume, I was inspired by my Austrian heritage and wanted to weave this into the brand identity.

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Ideas / Challenges

The visual identity explores the tension between heritage and modernity — blending classic European typography, expressive scripts, and bold graphic marks with contemporary layouts and playful colour.

A strong focus is placed on typography as a storytelling tool. From refined serif wordmarks to expressive hand-drawn lettering and monograms. The recurring use of the SNT monogram acts as a recognisable symbol of the brand, flexible enough to exist as a subtle signature or a bold statement piece.

Travel and movement are recurring themes, referencing both physical journeys and personal growth. Elements like the LDN/VIE ticket motif nod to the brand’s London roots while embracing a wider European sensibility, reinforcing the idea of crossing borders — creatively and culturally.
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Logos & Brand Identity

The two logos draw direct inspiration from the ornamental curvature found in the Austrian coat of arms, echoing its flowing, heraldic lines to create a sense of tradition and gravitas while remaining contemporary. This influence is expressed through a stacked monogram of the abbreviation SNT, as well as the full Schöne Träume typology, both unified by the same rhythmic curves and sculptural weight.

SNT operates as a dual-signifier, representing not only the initials of Schöne Träume but also the brand’s slogan, ‘Sleeping Never Triumphs’. A star motif is introduced as a subtle symbolic element, referencing the notion of “beautiful dreams” and the quiet optimism associated with night, sleep, and aspiration. While the phrase Shaping New Tomorrow was initially explored, the final slogan was chosen to more directly connect the brand to themes of sleep, dreams, and restlessness—reinforcing the idea of ambition persisting even in moments traditionally associated with pause or escape.

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Manufacture Process

These tech packs demonstrate my ability to translate design concepts into clear, production-ready documentation across garments of varying complexity. Both showcase details such as graded sizing, precise measurements, graphic and branding placements, trim specifications, and colour accuracy to support accurate sampling and bulk production. They allow for enabling efficient and scalable manufacturing. Together, they highlight my understanding of garment construction, fit, and effective factory communication.

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Outcomes

This range reflects my approach to developing cohesive products for Schöne Träume, balancing timeless staples with expressive statement pieces. The black and white T-shirts form the foundation of the collection, using staple colourways to represent night and day, reinforcing the brand’s recurring themes of sleep, dreams, and contrast. Designed for longevity and everyday wear, they emphasise restrained branding and considered placement.

In contrast, the hockey shirt introduces a bolder visual language through oversized proportions and graphic detailing, with its red colourway drawing inspiration from the Austrian flag, subtly referencing heritage while maintaining a contemporary sportswear aesthetic. Together, the pieces demonstrate a consistent focus on durability, sophistication, and narrative-driven design.

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Shoot / Promo (Hockey Shirt)

These images present Schöne Träume through a raw street photography lens, shot on 35mm film to enhance colour, texture, and grain. The use of film allows the reds to pop while creating a nostalgic, lived-in feel that contrasts with the bold sportswear silhouettes. Set within everyday London scenes, the imagery captures movement, authenticity, and a sense of timelessness — reinforcing the brand’s balance between heritage, street culture, and modern ambition.

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Project Name
Shoot / Promo (Tees)

This shoot documents the first product released by the brand, designed as an introduction to the brand’s identity. Unlike the hockey jersey shoot, these photos were captured in a minimal studio setting. Removing any distractions and allowing the audience to fully engage with the typography, monogram, and overall visual language. This approach mirrors the simplicity of the garments themselves, creating a calm and considered presentation that establishes the brand with clarity and confidence.
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Project Nam

TELEGRAPH BOOKSHOP