BedsnDreams BedsnDreams BedsnDreams
BedsnDreams BedsnDreams BedsnDreams
BedsnDreams BedsnDreams BedsnDreams
Rebrand + Website
BedsnDreams
Client
BedsnDreams
What
- Customer research
- Brand strategy + workshop
- Brand identity + tone of voice
- Copywriting
- UX + UI design
- Development
Competition in the mattress retail sector is fierce, with traditional bricks and mortar stores losing market share to a raft of new direct-to-consumer online brands selling mattresses-in-a-box at lower prices and with lower overheads. Beds n Dreams urgently needed to overhaul their positioning and prove to customers that when it comes to mattresses, you really do get what you paid for.
01.
The challenge
Our task was two-fold. Not only did we need to ensure that challenger brand Beds N Dreams were on the consideration list among the big name mattress superstores, we also needed to present them as a better alternative to the D2C brands who were heavily investing in brand, but peddling an inferior product.
02.
The strategy
The solution was born straight out of our customer and staff research. What Beds n Dreams excelled at - and what both the direct and superstore competitors lacked - was delivering an exceptional customer experience. From the mattresses they stock (handpicked from around the world) to their eco-friendly practices and their softly-softly sales approach, every touchpoint is thoughtful, respectful and designed with the customer’s happiness in mind.
03.
The brand idea
Devoted to sleep is a shorthand that explains exactly what Beds n Dreams are about. They don’t just care about their customers’ sleep: they’re fanatical about it. Being devoted to sleep is what shapes everything they do, driving them to be better and care more than any other mattress brand. And in a world where most brands are out for what they can get, that’s something worth shouting about.
04.
Brandmark & graphic language
Retaining the iconic purple swatch that’s been part of the brand since day one, we subtly modernised the existing wordmark and extended the colour palette with warm earthy tones. Custom illustrations add extra playfulness and personality while a lush organic ribbon graphic creates depth and movement.
Brand workshops + strategy
Brand + creative identity suite
05.
Website
With the brand refresh complete, we then rebuilt the brand’s website from top to bottom. Featuring a Shopify integration and custom mattress selector tool, the new look site did exactly what it was designed to do, increasing online sales conversions.
