From the fusion of tradition and modernity: Brand positioning and design for Hilding Sweden
Quick Read
Mattresses are available on every street corner. For free. Or with a 70% discount. And that’s why not all mattresses are the same. For the Swedish heritage brand Hilding, we have engaged with life’s most comfortable foundation and created a brand that turns any mattress into something truly special for a better life.
Customer Challenge
The mattress market is oversaturated. How can Hilding successfully position itself? Through differentiation: The Swedish company is launching the first online mattress sales in Germany. However, to encourage the target audience to choose the Hilding mattress, we need to talk about more than just the product.
Solution
If differentiation through the product fails, we create it through the brand and a clear identification offer. In just three months, together with Hilding, we identified the relevant target groups through a Brand Sprint and developed an independent positioning based on this. To maximise the digital brand’s differentiation from the competition. The brand promise “Good Sleep. Good Life.” was born.
Insight & Impact
Hilding has successfully established itself in the European market today with the brand identity we developed. With numerous models across all price ranges, which can be ordered especially via Amazon and Otto.
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