Overview

Heritage bed maker Harrison Spinks entered the bed-in-a-box arena in 2017, with a ‘first-to-market’ luxury mattress that combined traditional craftsmanship with cutting edge technology.

The product is made in collaboration with well-loved Lake District brand, herdy. Committed to supporting the Cumbrian farming community, each mattress contains at least one fleece from the native Herdwick sheep, with the brand paying above market rate for the wool.

The brief

Cool Blue were enlisted to help launch Herdysleep, crafting an identity for the brand and introducing it to consumers via the press and social media.

The strategy

Cool Blue devised a strategy that focused on the brand’s luxury credentials, targeting customers at the higher end of the market with aspirational imagery and beautifully crafted copy, which brought together each strand of the story.

Photography

We created stand-out lifestyle and brand photography which positioned the product as a luxury item, whilst nodding to themes of craftsmanship and countryside.

Copywriting

The brand had a great story but needed the right voice to tell it, so capturing the tone and personality of the brand was important. Any words we used needed to reflect the fact that the mattress was high quality and beautifully crafted, but they also needed to be friendly and engaging too.

Press launch

We invited 10 leading editors from key titles such as The Telegraph to ELLE Decoration, to spend the night on a Herdysleep mattress at the 5-star London Edition Hotel.

Brand book

This versatile marketing tool told the story of Herdysleep across 24 beautifully designed pages. Featuring finer details about the product, interviews with its founders and the latest seasonal trends, the brand book was designed to educate and inspire its readers.