How can we create a successful brand from a product that is in every household?
Mattresses. Everyone needs one, everyone has one. But there are mattresses and mattresses. Commissioned by traditional Swedish company Hilding Sweden, we tackled the most comfortable basis of daily living, and developed a new way to tell the story of the brand. Transforming any old mattress into a very special life-enhancer.
The world of mattresses is wide. Seems pretty much every street corner has a mattress store, and the Web is no different. Competition among online retailers is fierce, making any useful distinction between products virtually impossible. The brand is the only distinction, aligning its product offering to its target group. Over three months, we worked with our clients to identify relevant target groups and used them as a basis, developing a standout brand positioning that turned the spotlight on the brand’s special features. An assured, credible and cheery image. The result was a brand presence that seamlessly blends tradition and modernity and lifts Hilding mattresses out of the sea of generic competitors – with a dash or hygge and plenty of subtle Scandinavian humour.