Build a premium brand around a new performance-enhancing mattress topper. Win over sportspeople, athletes and amateurs with a carefully considered brand identity and positioning.
BekaertDeslee is the market leader in the production of mattress ticking, with 27 production sites in 19 different countries around the world generating a turnover of 350 million euros. While its range is mainly B2B-oriented, it wanted to appeal directly to the end consumer with this new product.
During the strategic preliminary phase, a great opportunity became apparent to avoid marketing the product as a topper. This topper doesn’t belong exclusively in a bedding shop: it is an essential part of an athlete's sports equipment. We therefore built a brand that fits perfectly in a sports shop.
Nightro was chosen as the dynamic name with which the new mattress brand began to come to life. Speed, dynamism and strength became central to the brand's identity. Better sports performance during the day thanks to proper rest the night before was a strong starting point for Nightro's baseline.
Preparation for sports performance by day begins the night before. This duality inspired us establish a relationship between product and performance.
Nightro’s imagery style shows athletes just before sunset or just after sunrise. This enabled us to obtain a warm 'golden hour' feeling and subtly refer to the all-important question of how well the athlete sleeps at night.