Launching a new collection of mattresses and beds for Rest Assured.


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Challenge

Our task was to rekindle interest in the Rest Assured by redefining the audience, reviewing the brand strategy and creating a new approach to communicate its values to today’s shopper.

Shaping shopper behaviour

Insight: Our shopper appreciates classic quality, doesn’t follow trendy fads of beds in boxes full of new fangled synthetic materials. They appreciate design that is rich in heritage rather than minimalist.

While there is a trend towards the one perfect bed in a box bought with two clicks on your computer, there is also a movement towards British traditional and classic, buying things that have heritage, integrity, and made ‘the way things used to be’.

Rest Assured is that contrasting brand to the new online players telling us ‘there’s a new way to buy beds’!

Following the new proposition of ‘Hand-made British luxury beds for everyone’, we created new visuals & messaging across all touchpoints for the brand; brochure, web, in-store, video, social and advertising.

Driving business

The ‘relaunched’ Rest Assured was brought to the annual Bed Show at the Telford International Centre and gained an abundance of interest from retailers, and the in-store solution is being rolled out in AIS retailers during 2017/18.

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