How do you create a bed brand that isn’t a bed brand?

You create a Wellbeing concept. The reasoning: a bed brand is only relevant every 10 years or so. A wellbeing concept with the promise of looking, feeling and performing better is relevant every day - all year round. Jensen Beds wanted to sell beds with sleep as the competitive advantage to help people look, feel and perform better. Introducing Sleepacy - This is sleep health. 

Edisen worked together with Jensen Beds and partners to create a new brand from scratch. A new name, brand positioning, brand guidelines, store & brand concept and a multi-channel launchplan were all created and launched during a period of 6 months.