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Sleeper

Goal

To develop a branding for a mattress manufacturer. A product for family use, the decision to purchase is mostly taken by a woman

  • Design
  • Communication
  • Strategy
Core target audience
  • A 27-35-year-old woman
  • Active life philosophy; she values her time
  • She leads a healthy lifestyle
  • Independent, holds a management position
  • Upper-middle-income
Target audience
  • A 25-40-year-old woman
  • Married and has children
  • A lot of responsibilities, job, husband, children
  • Middle-income
  • She likes to make smart purchases, is ready to pay more for a useful, quality thing
  • She balances between healthy harmonious relationships and employment
  • Values her time
Brand character
  • Reliable
  • Progressive
  • Caring
  • Open
Brand values
  • Comfort
  • Health
  • Quality
  • Calm
  • Relax
Brand essence
  • The brand essence is a perfect mattress for healthy sleep

The brand metaphor is clouds

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The brand positioning

A daily feeling of a cheerful, pleasant state, thanks to a healthy sleep, like on the clouds

Tag-line

Maximum comfort and sound sleep all night

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The logo shows reliability, modernity, calm. Also, a couple of people who are resting is reflected in the sign (ligature of two E letters).
Style elements
A visual style guideline was also compiled
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