BEAUTYREST

Awakening a new experience in sleep
BEAUTYREST

In an always-on culture,
we made shut-eye sexy.
corner-left-box

Bringing luxury back to the bedroom

Looking down the aisle of your average mattress retailer, one thing was certain: the in-store experience had gone stale. Ready to disrupt it, Beautyrest partnered with us on the launch of its new sub-brand, BLACK: an ultra-premium line of mattresses, offering unparalleled luxury and comfort.

In a culture of constant go and acceptance of the 5-hour night’s sleep, we took a contrary approach: using our human desires methodology to target consumers' inherent wants for tranquility and status. Together, these desires informed a new positioning for Beautyrest: sleep is the ultimate luxury.

From the sleek and moody brand identity to immersive, sensorial environmental design, we translated our verbal and visual strategy to every aspect of the brand experience—one that drew in new audiences and expanded market share by over 30%.

An immersive brand experience that showcases the industry-leading story (technology meets luxury) of the BLACK brand.”

ROLF SANNES

VP, BEAUTYREST BRAND MANAGEMENT, SIMMONS

The Launch of Beautyrest Black
Over30%
Sales
Growth

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Packaging Design

 

Digital Round Table: The Sustainability Equation

 

Brand Architecture

 

Portfolio Strategy

 

Digital Round Table: Evolving Your Heritage Brands

 

The Life Beyond 2020 Digital Roundtables

 

Glimpse Four Ways Forward

 

Digital Round Table: New Brands for Emerging Categories

 

Digital Round Table: Harnessing Desires to Build Better Brands

 

360˚ Innovation Assessment

 

Online & In-Store Proto-Selling

 

Experiment Canvas

 

Trends with Benefits: 2021

 

Roadblocks to Innovation

 

CPG Brand Workshops

 

Downloading The Beauty of New Brand Creation

 

Adjacent Spaces Innovation

 

Digital Insights

 

Foresight

 

Desires Workshop

 

Desires Canvas

 

Zero-to-Revenue Incubator

 

Innovation Platforms

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

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