Modernising a brand to align it with technology-inspired changes in lifestyles
In recent years, sleep tracking apps and smart watches have encouraged people to look afresh at the beneﬁts and patterns of their resting hours. In China, there’s been particular interest in the link between sleep quality and productivity, especially among afﬂuent consumers.
These trends inspired leading bedding manufacturer DeRucci to ask us to modernise and streamline its brand.
We recommended repositioning DeRucci’s bedding products as a ‘sleep system’, emphasising their technological innovation, and elevating the company from a product brand to a lifestyle one.
As well as creating an appropriately sophisticated visual style for this, we also developed a family of different brands for different value demand markets, rather than different price markets.
Following our repositioning, DeRucci’s domestic sales saw annual growth of 24 percent.
Moreover, with this conﬁdent brand strategy and coherent brand architecture in place, the company was then able to also put its plans for international expansion into action, with the ultimate goal of becoming a $10bn global player.