VIBE®
Identity, Marketing, Product Design, Content Creation
NAMED #1 MATTRESS ON AMAZON by FORBES

 

The Challenge:
Sinomax® USA attained an exclusive license for Vibe® from Kimberly LLC with minimal existing branding and a limited presence.Vibe was sold primarily online, and while the products performed very well on Amazon, the brand lacked a distinct identity and had no physical retail footprint. The challenge was to evolve Vibe into a recognizable, consumer-loved brand while expanding into new categories and retail channels. We began reimagining Vibe’s brand identity, creating an integrated marketing and merchandising strategy to support retail growth, e-commerce success, and media visibility. The ultimate goal was to transform Vibe into a quirky, approachable, and relatable millennial-focused lifestyle brand with strong consumer trust.

Implementation:

• Branding & Identity: Expanded from a basic blue-and-white palette into a playful, unapologetically corny identity with bold packaging, creative copy, and branded assets to delight consumers. Designed branded product textiles to infuse the Vibe throughout the consumer experience.

• Project Management: Directed content creation and sales support of multiple launches, including:

  • Walmart Vibe 11" Mattress (nationwide in-store, May 2025)

  • Amazon Vibe Gel 8" & 10" Mattress extensions (2025)

  • Walmart Vibe 10" & 12" Hybrid Mattress line (2025)

  • Ecomm Vibe 6" & 8" All-Foam Mattresses (launching Jan 2026)

  • Walmart Vibe Back-to-School bundle (launching soon, 2025)

• Marketing & Social Media: Built and managed a content calendar, growing social followers by 150% across Instagram and Facebook. Produced video, lifestyle photography, and promotional campaigns to support the brand and e-commerce product listings.

• Press & Recognition: Coordinated PR and media efforts that secured top-tier recognition, including Forbes’ Best Mattress on Amazon Overall 3 years running, and features in HuffPost, ELLE DECOR, and ABC News.

• Retail Expansion: Spearheaded launch into Walmart physical stores, supported with packaging, press releases, and coordinated campaigns to drive in-store visibility and consumer excitement.

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Results:

Vibe® transitioned from an underdeveloped identity to a vibrant, consumer-friendly label with a national retail presence. Since adopting the brand, Vibe:

• Successfully launched in Walmart stores nationwide, marking a milestone retail expansion.

• Expanded into new categories beyond mattresses, including pillows, toppers, and furniture.

• Grew social engagement by 150%, building stronger brand affinity.

• Earned national media coverage and consumer trust, establishing Vibe as one of Amazon’s most recognized mattress brands.