Brand Development & Experience Design - a new mattress brand Assignment Develop a brand identity and retail experience for a specialty mattress store that will provide high quality luxury products at competitive prices.
Problem e mattress and bedding category is crowded with businesses that compete for consumer attention based on price and product. What most of these competitors have missed is a rapidly changing tide in consumer preferences and the demand for an experience that reflects their values, respects their intelligence, and excites their imagination.
Target Insights Every bedroom, while unique, has a specific theme which is personal to our target and has an emotional appeal. While sleep is extremely important, we observed that their relationship with the bed goes beyond sleep. ey are also aware that a good bed leads to good sleep and good sleep leads to a better quality life. However there is a difference in their perception of a bed and a mattress. e mattress is merely a physical product whereas the bed is a key part of this emotional attachment to the bedroom.
While each of these segments are at different life stages, one thing that they all desire is simplicity. Something that reminds them to slow down in this fast paced world. Another example that speaks to that point is the increasing yoga trend and how it has become part of daily exercise. We need to keep this in mind when coming up with our brand platform.