Christeli Branding by Motto

Christeli

Saving an 81-year-old mattress company from extinction

Case Study

Resurrecting an 80 year old mattress company and bringing them back from the brink of extinction.

Christeli has been handcrafting luxury mattresses in Greenville, SC since 1931. Their brand had grown dated and competition was stealing market share. Before reaching out to Motto, this great company was months away from potentially closing their factory. We were asked to guide the company through a complete rebrand and aim for a resurrection.

We delved deep into the brand’s heritage to carve out a new territory that would be relevant to the modern consumer.

Services:
Brand Strategy
Positioning
Messaging
Brand Identity
Art Direction
Product & Mattress Design
E-commerce
Unboxing
MOTTO:
Sleep well

Before the Reboot

A brand reboot was long overdue for the Christeli company.

When Christeli approached the Motto team, it was clear the brand had been struggling and unable to compete in the current bedding and mattress market. The brand and the mattress product design were getting left behind by consumers who were attracted to more innovative and hip mattress brands.

Everything was reimagined: positioning, messaging, mattresses, identity, website experience, and all things in between.

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Strategy

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.

Redesigning the Mattress

The design of the existing Christeli mattresses were bland and not reflective of the company’s deep heritage.

We worked closely with the Christeli team and chose fabrics, patterns and materials to reimagine the bed for customers. From details such as changing the base of the bed to chocolate to creating a new branded tag for each handmade bed, we worked to create a seamless, branded experience for the Christeli line.

Art Direction & Photography

The design of the existing Christeli mattresses were bland and not reflective of the company’s deep heritage.

We worked closely with the Christeli team and chose fabrics, patterns and materials to reimagine the bed for customers. From details such as changing the base of the bed to chocolate to creating a new branded tag for each handmade bed, we worked to create a seamless, branded experience for the Christeli line.

Website

The design of the existing Christeli mattresses were bland and not reflective of the company’s deep heritage.

We worked closely with the Christeli team and chose fabrics, patterns and materials to reimagine the bed for customers. From details such as changing the base of the bed to chocolate to creating a new branded tag for each handmade bed, we worked to create a seamless, branded experience for the Christeli line.

Mobile E-Commerce Experience

To further extend the visual language for Johnny’s Lecture Series, we created a set of custom icons and graphic elements that could be used interchangeably for both Johnny’s.

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Testimonials

“Sales doubled after brand launch. Motto completely turned our company around. Their tailored approach ensures a stand out in any industry. Nothing short of extraordinary.”

Vincent Vuitton Brand Manager, Christeli

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