Case Study on Kiwi Sleep: Renaming and Rebranding for a Family-Centric Identity
In today's competitive market, branding is about more than just having a catchy logo or a memorable tagline. It's about creating an emotional connection with your audience.
GSPR client Kiwi Sleep, formerly known as SleepOvation, recently undertook a comprehensive rebranding effort in partnership with our branding partner, Elisabeth "Lis" Thomas, owner of Summary Content Marketing, and Helen Thompson, owner of Helen Thompson Design. They leveraged the power of color psychology, renamed their brand, and developed a new story and tagline to enhance their brand identity and customer perception. This case study delves into their strategic approach and the outcomes of this significant transformation.
Background
SleepOvation, an established name in the mattress industry, recognized that its existing brand identity had become outdated and no longer resonated with its evolving target market. With increasing competition and changing consumer preferences, they determined it was time for a complete rebranding.
The goal was to create a fresh, modern image that would appeal to a broader and more family-centric audience while maintaining the trust and reliability of the brand.
Renaming Kiwi Sleep
Recognizing the need for a new name that better reflected its new identity and vision, the company transitioned from SleepOvation to Kiwi Sleep. Lis Thomas stepped in to help guide the Kiwi Sleep team through the journey of retelling their brand story in a way that would evoke a sense of natural simplicity and refreshment, akin to the Kiwi fruit.
The new brand name, tagline, and story align with the brand's emphasis on health and well-being for the whole family. Moreover, kiwis have been scientifically proven to improve sleep quality due to their high antioxidant and serotonin levels. The fruit's sleep benefits, along with its playful name and bright green coloring, made "Kiwi Sleep" an ideal name, symbolizing both natural health benefits and a focus on enhancing sleep quality.
A Fresh Brand Story & Tagline
Alongside the new name, Kiwi Sleep crafted a compelling brand story and tagline to encapsulate its mission and values. The new story focuses on the importance of natural, restorative sleep for babies, children, and adults. It highlights the role of choosing a high-quality mattress in achieving full-family sleep health. The tagline "Dreams Start Here" was selected to convey the brand's commitment to providing a rejuvenating sleep experience.
Additionally, Kiwi Sleep expanded its product line to cater to the entire family, including baby, kids, and adult mattresses and sleep products.
This strategic move aimed to position Kiwi Sleep as a family-centric brand, ensuring that every family member, from infants to adults, can experience the benefits of its high-quality sleep solutions.
Visual Rebranding
The visual rebranding process was crucial in aligning the company's new identity with its visual elements.
Research and Analysis
The rebranding process began with extensive research into color psychology and consumer behavior. Kiwi Sleep partnered with Summary Content and Helen Thompson Design to conduct surveys and competitive research, gathering insights into how different colors influenced customer perceptions of comfort, trust, and quality.
Selection of New Colors
Based on the research findings, Kiwi Sleep chose a new color palette designed to evoke specific emotions:
Primary Color: Soft Green
Psychological Impact: Green is often associated with tranquility, health, and relaxation. It suggests a sense of renewal and is easy on the eyes, making it ideal for a brand centered around sleep and comfort.
Accent Colors: Warm Beige, Light Blue, Soft Pink
Psychological Impact: Beige adds a touch of warmth and simplicity, promoting feelings of calmness and coziness. Light blue conveys serenity and peace, reinforcing the idea of restful sleep.
Implementation
The Kiwi Team, Lis Thomas, and Helen Thompson integrated the new name, color scheme, story, and tagline across all brand touchpoints, including the logo, website, packaging, and social media. The branding agency also created new marketing materials and advertisements featuring the updated elements.
Results and Impact
The rebranding effort yielded remarkable results for Kiwi Sleep:
Increased Brand Recognition: The fresh and modern identity helped the brand stand out in a crowded market, making it more recognizable to consumers.
Enhanced Emotional Connection: The use of soothing and calming colors, along with the relatable brand story and tagline, better resonate with customers, creating a stronger emotional bond with the brand.
Positive Customer Feedback: Post-rebrand surveys indicate that customers found the new name, colors, story, and tagline more appealing and aligned with their perception of a comfortable and trustworthy mattress brand.
Conclusion
Kiwi Sleep's rebranding case illustrates the profound impact of a well-chosen name, a compelling brand story, and a strong visual identity on brand perception and customer engagement.
By strategically selecting colors that evoke desired emotions, adopting a refreshing new name, and crafting a meaningful story and tagline, they successfully revitalized their image and strengthened their market position.
For businesses looking to refresh their brand identity, considering the psychological effects of color, a name change and a strong narrative can be game-changers. As Kiwi Sleep has shown, the right combination of these elements can do more than catch the eye—they can create lasting emotional connections and drive business success.
Read more about the Kiwi Sleep Rebranding Story in these recently published articles:
Color Psychology in Branding: Kiwi Sleep Rebrands, by Sleep Savvy Magazine
Mattress and Pillow Brands Re-Launch with Family-Focused Identity, by Sleep Review
Are you interested in elevating your brand by reframing your brand story and identity? Let's chat!
