DREAMBED•LUX®

Brand Identity Evolution, Content Creation, Art Direction​

 

The Challenge:
Sinomax USA was preparing to launch a premium line of mattresses in a crowded, price-sensitive market utilizing first quality available components. We were tasked with building a brand identity and campaign that communicated luxury, comfort, and innovation while standing out from competitors. The new identity needed to resonate across retail, e-commerce, and marketing channels to drive awareness and sales without big budget advertising.

Implementation:

• Brand Identity Evolution: Starting with only the logo, designed a sophisticated, high-end visual identity system, including complimentary typography, and color palette, that aligned with luxury lifestyle cues and was not a major departure from the existing brand.

• Packaging & Collateral: Developed packaging and digital support that elevated the unboxing and retail experience, ensuring consistency from shelf to home.

• Content Creation: Directed creative for product and lifestyle photography and video. Utilized a combination of created and stock assets to build out the brand and to create branded unpack, care and feature and benefit videos.

• Website & Digital Assets: Designed and built microsite and created digital assets optimized for storytelling and conversion.

• Creative Direction: Oversaw art direction and copywriting to ensure every touchpoint reinforced the premium positioning.

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Results:

• Successfully launched DreamBed•Lux as a premium in-house brand, establishing its presence in retail and online.

• Enhanced consumer perception of DreamBed•Lux as a luxury lifestyle brand, differentiating it from competitors in the mid-market category.