Credits: Ching-Ling Wu, Thomas Cottam, Whitney Martinez, Neil Slotterback.
Challenge Create a brand around mattress and bedding store that is unlike anything in the category.
Insight Every piece of the bed, from the mattress to the fluffy comforters and pillows add up to a “sound sleep equation� that is different for everyone.
Results Layers, Bed Company. A brand that is authentic, inviting, honest, considerate and practical. From product naming, packaging design and the in-store environment, customers will be able to choose among the layers that make up their bed with confidence and assurance. Layers, Bed Company will open its first location in Richmond, VA in Jan. 2011, with 40 other locations planned in the next five years.
Brand Philosophy: “We provide the bed, your foundation for sound sleep. Different components, or layers, make up your bed; the mattress, the sheets, the duvet, the comforter, and the pillows. And as a bed company, we understand that sleeping can affect your mood, health, and productivity. No sleep experience is alike, so every bed should be different; customizable for the most subtle differences: customizable layers. Each layer has a different purpose. They can support your body, protect your skin, or regulate your temperature. Though the functions are different, in every layer, comfort is inherent. Often, too little time is spent searching for the ideal combination of layers that will give you proper function and perfect comfort. We want you to spend more time exploring textures and structures with your fingertips. Once drawn to a particular layer, you will be able to discover the practical details. Combining your sense of touch and desire for knowledge, you will be able to make a decision based on instinct and information. Layers Bed Company will help you put together your foundation for sound sleep: an exceptional bed.�
The Sound Sleep Equation We used numbers to organize the various categories. The numbers and information provided for our guests allows them to easily access the full range of products available. Making the mattress buying experience simple yet informative, is a fundamental part of the concept of Layers, Bed Company. Each category is represented by a number that correlates to the steps of assembling a bed. This makes it more comprehensible for consumers to build their “sound sleep equation�.
We offer a large wide variety of mattresses. You can choose a mattress made in the traditional composite form, latex, or memory foam. Decide how firm or soft you want your mattress to be and if you and your partner like different levels of firmness, you can each get your way with our customizable sides. Pillow top quality quilting also comes in different levels, which we designate as Classes, Class 1 being the highest.
An exclusive line of sheets found in sizes full, queen and king and in a variety of different colors. The finest egyptian cotton is used to make the sheets that range from 200 to 600 thread count. Choose the one that makes the most sense for your bedroom.
Duvets are great for regulating your body temperature while you sleep. We offer a variety of warmth levels because seasons change, climates are different, and people have their own preferences. Our line of duvets comes in warm, warmer, and warmest.
We offer a great selection of comforters and pillow covers. YouĘźll find them in different colors, patterns, and styles. We also offer Covered for beds sized full, queen, or king.
We all need something to rest our head on and our pillows range from simple to very complex. We offer a simple pillow, which is very comfortable. We also have a line of pillows that are very customizable, where you determine the case, the core, and the cover.
“Turn Observation into Interaction”
The Floor Plan / Details
This is our strategy for the in-store experience, focusing on the sense of touch and emphasize knowledge. On the left front of the store, consumers will see clean shelving that features “Covered,” our premium line of comforters, and “Threaded,” our exclusive line of sheets. They are encouraged to touch all of our products within the display unit, letting their fingertips guide the way. Customers will be able to pick up and feel the textures and threading. Sliding a unit of shelving over, will reveal another layer of hand-packaged and quality products.
The curtains provide a little privacy for consumers to try the beds.
Displayed above this bed is a frame that provides information about the product in a very practical, straightforward manner. Cards and other literature will be available for customers to take and make notes on.
When customers are ready to purchase, they can bring their items to the cashier at the back of the store. The countertop that each guest sets their items on will be made of glass. Inside the glass will be layers of linens, which customers will be able to see the textures and colors. The computers will be below the counter so the top is flat. There will not be any clunky computers collecting dust and cluttering an otherwise clean experience.
On the left front of the store will be displays of Softened, the line of pillows, and Feathered, the line of duvets. There will be one shelving unit that is primarily for touch and experience, while the shelves behind hold packages. There will also be drawers at the bottom of these shelving units that pull out.
Packaging/Website/Direct Mail Suggestions
Their receipt will be placed into a small cardboard billfold folder, which will also contain other relevant information such as product care.
The packaging will be made out of all natural, recycled materials.
Our direct mail campaign will target affluent households near the store. The envelope will be a small pillow case, which will engage the audience the second it falls into their hands.
The website would be informational, but with a section where you can choose our products and build a virtual bed. You can see what each layer looks like on a bed and print out the list of things you need to pick up at the store.