Relaunching The Fine Bedding Company brand with beyond comfortable results


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.

Shaping Buyer Behaviour

Firstly, we completed a strategic brand process which helped us identify how we could effectively verbalise and visualise the brand proposition of ‘intelligent, affordable luxury’.

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.

Driving Success

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%.

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