Keetsa Branding by Motto


A new kind of sleep shop

Keetsa Case Study

How well you live depends on how well you sleep.

Every night’s sleep is consequential. And, let’s face it, sometimes elusive. The quality of your sleep determines how much energy you have. How clearly you think. How happy you are. Your mattress, truth be told, is a pivotal life tool.

Keetsa hired Motto to re-launch and re-brand their DTC business in the consumer market. We worked on a holistic scope including brand strategy, brand identity, messaging, packaging, art direction, photography, and Shopify e-commerce website with email marketing.

Client: Keetsa
Date: 2018
Brand Strategy
Brand Motto
Brand Messaging
Brand Identity
Shopify Website
Unboxing & Packaging
Email Marketing
A Conscious Collection

I. Challenge

Take a 11-year-old pioneering mattress company that lost its way and relaunch it into a saturated market in a ridiculously bold way.

Like many a good story, Keetsa’s brand started with two co-founders wanting to radically change a traditional model. Fifteen years ago, Keetsa was a family-owned mattress manufacturer with a pioneering technology for applying the mattress-in-a-box format to coil as well as conventional foam mattresses. 

The founders opened a first store in 2007 on 9th street in San Francisco. Expansion followed with three additional sleep shops in Berkeley, Venice Beach, and New York City (Soho). However, in 2017, the brand started to lose traction and Keetsa needed to regain their footing in an oversaturated mattress market.

III. Art Direction & Photography

Create a immersive collection of new lifestyle and product photography for social and Shopify.

For the social media campaign and new e-commerce Shopify Plus website that Motto designed and built, we also art directed, styled, planned, storyboarded, styled, shot and art directed a seamless photoshoot to create jaw-dropping new brand images.

The Motto team obsessed over every detail for the two day photoshoot. We chose the lighting, room settings, wardrobe looks, hair and make-up to inspire consumers with emotional images that celebrate the brand in new ways.

IV. Copywriting

Fresh, personality-driven copywriting built in the tone of voice of Keetsa.

For every brand we work on, we always look to create copywriting that is story-driven and evokes an emotion. In today’s landscape, brands without a voice do not stand out.

We worked on various Tone of Voice exercises for Keetsa and landed on the right tone and personality for the brand. From headlines to body copy across their brochures, manuals, instructions, and e-commerce website pages, we made every word worthy of audience attention.


“Motto is an amazing team, sincere and easy to work with. We foresee having a long-term relationship with them.”

Dannie Lee Co-Founder

Work With Motto