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a 135 year old dutch mattress brand launches a sub-brand
auping has crafted premium mattresses and beds in Netherlands for 130+ years. they want to be more approachable and accessible so they launched a sub-brand that they wanted to target to millennials. the brief was to create a visual and brand identity for this significantly more youthful mattress brand that still offers very high quality mattresses (as endorsed by the master brand, auping) but for someone who is adulting hard (in their 30s). tldr: the brief was: accessible+premium
[concept - branding - visual identity - illustration]
the concept: ‘we take dreams seriously’ - this concept depicts the natural rhythms and cycles of sleep, from that transient, hazy, fuzzy, floaty feeling of the moment right before you sleep up until you reach your deepest sleep (REM) and that’s where we dream, where anything is possible.
moodboards
logo design: a modern serif type conveys quiet luxury while the floaty, liminal rhythm of dreaming is depicted through soft, wavy lines - a nod to the phases of sleep and the feeling of drifting upward into dreams.
