Sealy approached us wanting a brand refresh for their European markets. Despite being one of the world’s bestselling mattress brands, Sealy had limited recognition throughout the continent. Our task was to create a brand film, suite of photography and new guidelines that felt true to Sealy, drawing on their high quality, supportive technology and American heritage, and bringing it to a new audience.
Sealy also wanted a new catalogue designed in the new brand style that presented all the features of their products, whilst showcasing family lifestyle photography.
Below you can see the new brand guidelines document. It includes lifestyle and product shots, a new font and set of colours that complement the famous butterfly logo.
Product and lifestyle photography were divided in 3 sectors: the family shots, the heritage shots and the product shots. The product and lifestyle ones had to have a lived-in feel, very bright and dynamic, showing the life that happens around the bed.
The heritage had to show Daniel Hayes, the founder of Sealy, building and crafting the first world mattress. They needed to show focus, passion and dedication, qualities that the current Sealy manufacturers still possess.
