up
a 135 year old dutch mattress brand launches a sub-brand
auping has crafted premium mattresses and beds in Netherlands for 130+ years. they want to be more approachable and accessible so they launched a sub-brand that they wanted to target to millennials. the brief was to create a visual and brand identity for this significantly more youthful mattress brand that still offers very high quality mattresses (as endorsed by the master brand, auping) but for someone who is adulting hard (in their 30s). tldr: the brief was: accessible+premium
[concept - branding - visual identity - illustration]
the concept: the pure, unadulterated joy of finally getting into bed, resonating deeply with world-weary millennials seeking a break from their daily grind.
the execution: i didn’t want to go the regular premium route: darker, muted colors with gold, thin, clean fonts. i wanted to show premium in a light, happy way — as high-quality sketches and real non-stock imagery.
the moodboard: happy colors, happy fonts, real imagery, and curves to show smiles and happy eyes in illsutrations
logo design: a big fat happy font with the master brand's trademark rectangle over the text.
