Reimagine a brand, reignite sluggish performance, and usher in a fundamentally different brand DNA for the brand’s future.
Within the mattress industry, it is common for companies to compete on features: memory foam this, latex that. All terms that are intended to sound techy and impressive. But we took a different approach to stand Christeli apart from the competition.
We distilled the brand down to a meaningful purpose and dug up the brand’s rich heritage. We encouraged the rebrand to be inspire significant changes across the business — including revisiting Christeli’s business model, company culture, and Motto also reimagined their product lines. Talk about a comprehensive overhaul!
We wanted to create a far departure from where the brand currently was. It took courage for a company with so much history to take such a giant leap forward.