Our client is a manufacturer of high quality foam. They wanted to sell mattresses direct to the public but they couldn’t use their B2B brand. They needed a new name, proposition, identity and a story to stand out and engage in already saturated market with many ‘me-too’ brands.
With all the smoke and mirrors that exist in the category, Sooma differentiates by being straightforward, honest and makes buying a high quality comfortable mattress easy.
The brand challenges the big bedding stores with an irreverent personality that calls out some of their dodgy claims and cuts to the chase of what a great mattress should be. We also created the name ‘Sooma’ to create a standout, simple yet evocative name in a category of many descriptive names that reference sleep or beds.
Taking inspiration from the visual language of heritage quilting and blankets the brand identity uses bold high contrast colours repeated in pattern to create a monogram that is at once reminiscent of the emotional comfort we get from these heirlooms and a playful animatable brandmark.
The Monogram ‘S’ is made from 9 curved segments creating a simple square mark that contains a subtle plus icon hinting at the positive physical properties of the brand. This is accompanied by a clean, stripped back sans serif type mark giving the brandmark a sophisticated timeless feeling.
The brand is an important part of our business toolkit and is used to provide focus on what we are doing, how we are doing it and why we are doing it. The brand provides us with a framework to keep on task and helps with ability to remain consistent – it stops us from getting confused and from trying to be everything to everybody. We are receiving lots of good comments on visually how the brand is looking and the design of our first product range.”