Tempur-Pedic Brand Revolution

Brand strategy and pillow packaging system redesign sets innovative direction and new standards for a premium brand

Through our PROCEDE development program, we created a packaging design system to help consumers better understand the product, make quicker and easier product decisions, and connect with the brand on an emotional level. This dramatic design overhaul gives a much needed lift to a venerable brand in an increasingly competitive space.

Why?

• Previous package does not support the high price point of this premium product
• Provide ability to touch the product without removing pillow or destroying the carton
• Build color system to identify appropriate style and size pillows

Did you notice?

• Spa inspired images support “rest for your soul” positioning
• The TempurPedic “cross” element is used as a frame for soothing imagery, creating an eye-catching target
• Focus on the smile - the effects of a restful night’s sleep.

An R.BIRD Note

The “health, mind, body and spirit” branding strategy suggested by R.BIRD was originally rejected by the client as “not right" until our PROCEDE process provided the reasoning and visual proof that was needed for decision making.  Soon, the new visual language and color system would appear in print advertising, television infomercials and direct marketing materials.

See Also:

• Eclipse Curtain Brand Revolution
• Amaya Latina Personal Care Brand Innovation
• Felicity Huffman Head’s Up Comfort Pillow
• Zensa New Brand & Packaging