Launching a health-led recovery mattress into a crowded category.

The challenge

A real difference in a category built on sameness.

Every mattress brand promises better sleep. Almost none can prove it matters. HIGGYS launched with a health-led recovery story and the backing of BackCare, the UK charity for back health. But a launch brand has no recognition, no shelf presence, and no sales history, and it was entering a category dominated by discount cycles and lookalike marketing.

The brand had to work in three places at once: direct to consumer online, in-store at stockists, and in the pitch meetings that win shelf space in the first place.

The approach

One brand system, three battlegrounds.

We built the HIGGYS brand strategy and design around the recovery story, then developed the product architecture and design to make the range easier to understand and sell. The system was created to stand out at retail while remaining credible enough to carry a health-led proposition.

The work extended across the website, social media, retail point of sale, training packs and marketing assets. CGI product images and photography art direction gave the launch a consistent visual world across digital, print and retail.

Delivered