THE DEFINITION OF ABSOLUTE LUXURY
Combining flawless design, world-leading technology, unique through tufting and world class craftsmanship, every mattress is individually tailored to deliver unrivalled quality, durability, comfort and strength. Exceptional in every detail, Haynes Sealy Posturepedic® rests above all else.
HERITAGE
In 1885, founder and namesake, Daniel Haynes invented a technique that manufactured cotton mattresses with superior comfort. Not only would the range quickly capture the hearts of Sealy, Texas; this commitment to innovation would go on to revolutionise the way the world sleeps.
Today Sealy Posturepedic®, backed by orthopaedic research leads the market in innovation, offering uncompromising support, comfort and style. With over a century of development and meticulous refinement, the new Haynes Sealy Posturepedic® has transformed the way we sleep once again.
Background
Launched in Australia in 1969, Sealy Posturepedic has become a household name that is dedicated to making high quality mattresses for 50 years. Developed and handmade in Australia with over 8000 hours spent testing each prototype, Sealy has time and again proven themselves as an industry leader. Traffic was tasked with and new brand brand story and and launch campaign for Sealy’s newest and most premium mattress yet, Haynes. The campaign needed to speak to the artistry behind the technologically advanced design systems behind the mattress.
Launched in Australia in 1969, Sealy Posturepedic has become a household name that is dedicated to making high quality mattresses for 50 years. Developed and handmade in Australia with over 8000 hours spent testing each prototype, Sealy has time and again proven themselves as an industry leader. Traffic was tasked with and new brand brand story and and launch campaign for Sealy’s newest and most premium mattress yet, Haynes. The campaign needed to speak to the artistry behind the technologically advanced design systems behind the mattress.
Strategy
The Haynes brand required entirely new brand identity that would elevate the new product to the super luxury category in Sealy's product stable. Traffic created unique brand story in order to speak to its bespoke design, something that reflected the artistry behind the craftsmanship and marked it as the frontier in premium sleep suites. Traffic created a brand identity for Haynes designed to elevate the mattress as an object of art. With an elegant logo mark and refined colour scheme, the Haynes brand truly captures the identity of Sealy’s top tier mattress.
The Haynes brand required entirely new brand identity that would elevate the new product to the super luxury category in Sealy's product stable. Traffic created unique brand story in order to speak to its bespoke design, something that reflected the artistry behind the craftsmanship and marked it as the frontier in premium sleep suites. Traffic created a brand identity for Haynes designed to elevate the mattress as an object of art. With an elegant logo mark and refined colour scheme, the Haynes brand truly captures the identity of Sealy’s top tier mattress.
Solution
Challenged with the need to appeal to a sophisticated international audience the campaign was boldly centred around a metaphoric principle that the mattress is, as the craftsmanship and design detail suggests, an artwork. The campaign spoke to the target audience through visual artistry that honed in on the authenticity, sophistication, elegance and international luxury that Haynes represents.
Challenged with the need to appeal to a sophisticated international audience the campaign was boldly centred around a metaphoric principle that the mattress is, as the craftsmanship and design detail suggests, an artwork. The campaign spoke to the target audience through visual artistry that honed in on the authenticity, sophistication, elegance and international luxury that Haynes represents.
Agency Services
Brand Story
Brand Creation
Retail Environment - David Jones
Social Media
