Amerisleep.
From startup to sleep brand.
Starting with one product design project, we've worked with Amerisleep over multiple years on a full brand transformation: a new identity, a redesigned product range, and a retail experience built to match. Each piece of work builds on the last, giving Amerisleep the brand of a genuine sleep technology company, not just another online mattress retailer.
Sectors
Expertise
Solutions
Background.
A crowded market where a good product alone wasn't enough.
When hundreds of new competitors entered the market, Amerisleep needed to become a genuine sleep technology brand, not just another online mattress company.
Amerisleep launched in 2010 as one of the first direct-to-consumer mattress companies in the US, helping pioneer the model that would become standard across the industry: premium foam mattresses sold online, with transparent pricing and long trial periods. For several years, that was enough to stand out. By 2016, the market had changed fundamentally. Hundreds of competitors had entered the space and digital advertising costs had soared, and being another online mattress company was no longer a viable position. Amerisleep's ambition was clear: less internet startup, more sleep technology brand, with the identity, retail presence and product architecture to match. The brief covered the full brand: identity, product naming, packaging and a retail experience.
The Solution.
A brand built to perform.
Identity, packaging, retail and ecommerce, built as one system.
Our brief covered the full brand: identity, product naming, packaging, a retail experience and an ecommerce platform. Rather than designing each in isolation, we worked as partners across Amerisleep's full transformation, building all four as one connected system.
Designing a logomark built around an unbroken sleep cycle.
We created a fresh, confident identity built around a logomark that uses a circular form in the letter 'a', referencing an unbroken sleep cycle, in a deep blue chosen to evoke the depth of a clear night's sky. The identity has been rolled out consistently across all corporate materials, store design, packaging and every other expression of the brand.
Bringing the mattress and pillow range into line with the new identity.
We were tasked with bringing the mattress and pillow range into line with the new Amerisleep identity. Along with the subtle introduction of the logo on the zips and labels, we collaborated with the Amerisleep team to find the best solution for the covers, using varying ratios of blue to white to represent firmness levels. Finally, a new, simplified naming convention was applied to the mattress range, replacing names like Liberty, Colonial and Independence with a system that's simple to compare online.
Bringing product details to life on screen, in store and on TV.
Building on the insight that sleep is one of the most important parts of our life, we created the tagline, 'Better Sleep for a Better Tomorrow'. Our aim was to position Amerisleep as redefining a great night's sleep.
We used film to bring the brand positioning to life both in store and in TV commercials. The TVC campaign shows how a great night's sleep on an Amerisleep mattress helps customers meet their daytime challenges. Meanwhile, product animations run on the in-store video walls as well as on social media, giving customers a unique insight into the special features designed into the mattress and pillow ranges, letting them explore macro details of the product that the eye can't normally see, while explaining the product benefits.
Building a retail experience Forbes called 'the Apple Store of mattress stores'.
The retail experience was built around the new identity, giving customers a high-end experience: exploring the range in person and testing mattresses privately in a relaxed atmosphere, created in private 'Dream Suites' in every store. Trained Sleep Ambassadors keep each suite undisturbed, and stores are staffed by Certified Sleep Science Coaches who give one-on-one advice based on customers' needs rather than commission. Interactive displays let customers dig into the technology behind the product in their own time, and the honeycomb structure built into the product itself is echoed in ceiling-mounted displays and seating, bringing product design and store design together into one experience. It's an approach that led Forbes to call Amerisleep's stores 'the Apple Store of mattress stores', and one that's since grown to 12 stores across Texas, Arizona, Oregon and Colorado. The same partnership also carried through to Amerisleep's ecommerce platform, in a separate project you can read about in our dedicated Amerisleep ecommerce case study.
The impact.
A brand and platform built to perform, from identity to checkout.
Amerisleep has grown from a single store in Gilbert, Arizona, to 12 stores across Texas, Arizona, Oregon and Colorado, all built around the new identity. The same system also transformed how Amerisleep sells online: our separate ecommerce rebuild fixed traffic, ranking and conversion issues at checkout. Amerisleep's own view is that the real value of this relationship is unlocked by working across every touchpoint at once, from identity to checkout.
