Mattress Firm®
Mattress Firm is the friendly mattress matchmaker. Led by their trained Sleep Experts, the team uses new sleep technology to identify your nightly disruptors and pairs you with the best products to fit your sleep profile. The following rebrand compliments Mattress Firm’s evolution from a mass retailer to a sleep wellness partner.
Rebranding Mattress Firm
Mattress Firm has evolved their strategic foundation from a mattress retailer into a trusted authority on all things sleep. To match their new positioning, Mattress Firm looked to Droga5 to evolve their branding. The team wanted a design language that was both friendly and easy to understand, given their extensive product lines and offerings. An important evolution was their color palette. Still leading with primary red, we moved from a charcoal and black secondary colors to a lighter and more approachable palette. A more expanded palette allows for tone-on-tone pairing and color coding of value props.
Photography
We created a singular photographic POV for Mattress Firm to replace their use of other retail brand images. We captured our products, store, Sleep Experts, and consumers in candid and friendly moments. Our soft photography compliments the light tints of our color palette and warms up the saturated primary red.
Agency: Droga5
Design: Fabian Grateroles, Lia Sfiligoj, Jang Hyun Han