Christeli

Saving an 81-year-old mattress company from extinction

Christeli

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

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

“Sales doubled after brand launch. Motto completely turned our company around. Their tailored approach ensures a stand out in any industry.“

 

— Vincent Vuitton, Brand Manager, Christeli

Before the Rebrand

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.

Christeli-Before-@1

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 story from the basement it had been kept. It was important for the rebrand to be accompanied by significant changes across the business, including new business model, reworked brand culture, and reimagined product line.

Initial Identity Explorations

Christeli-Explorations@2x

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.

Product 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.

Christeli_Good_astoria
Christeli_Better_Danieli
Christeli_Down_Best

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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Let’s Work Together

GET STARTED