Neobed were entering the highly competitive 'bed in a box' market. As a point of difference, rather than focusing on the comfort of the mattress we took the perspective of how great you feel after a great night's sleep - Vitality over Sleepiness. It became much more than a straight forward packaging brief, we needed to go back and build meaning into the brand, give it a purpose and point of being. The slogan we created "Make the hours count" became the strength of the brand that everything else revolved around.
These are a selection of pages presented to the client throughout the design process.