Relaunching The Fine Bedding Company brand with beyond comfortable results

The problem...

The Fine Bedding Company are a growing brand in the filled bedding category. Whilst they already have history and heritage, they had ambitions to become a modern innovative brand. So they asked us to develop their brand identity and proposition to achieve this.

How we solved it...

Firstly, we used our BE.BRAND model to complete the strategic brand process. This helped us identify how we could effectively verbalise and visualise the brand proposition of ‘intelligent, affordable luxury’.

Using our BE.CREATE Behavioural Opportunities Model we identified the behavioural shortcuts that would help people in the process of choosing a bed product.

Learn more about how we create distinctive brand assets

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Creative Outcome...

We evolved the brand design, modernising and simplifying it to leverage quality cues via uppercase type and a steel grey palette. We also wanted to showcase The Fine Bedding Company’s passion to give people the best night’s sleep, therefore we updated their strapline to ‘for lovers of a great night sleep’.

Finally, a heart shape was introduced to house a new photography style and the transformation was complete. We created a comprehensive set of brand guidelines to ensure all the new assets were managed correctly across the whole brand, with a focus on creating differentiating packaging design and an in-store ‘shop in shop’ solution.


Following the re-launch of The Fine Bedding Company brand design at the Independent Retail Show in September 2013 they retained established listings, secured new listings and in some cases increased penetration of their lines by 30%.

"...increased penetration of their lines by 30%"