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Doze
Brand Strategy, Identity & Design, Packaging, Naming
CLIENT
Mattress Firm
YEAR
2022
Re-Branding an iconic store to represent the current climate of shopping—when a brand becomes synonymous with fluorescent lighting and wall to wall carpeting, it's time for a change.
PROBLEM
As the first company allowing people to test out mattresses inside the store, MattressFirm was the decades long go-to for mattresses. Their purpose is to be America's trusted authority on sleep, however, would-be customers are shopping elsewhere for better sleep.
INSIGHT
Drab brick-and-mortar experiences and confusing brand communication are creating a huge disconnect with their customers. In order to stay relevant, it has to be more than just a mattress store.
WHAT IF
MattressFirm rebranded as a personal sleep haven—
a full service brand offering the entire sleep experience
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