Case Study — HIGGYS
Launching a health-led recovery mattress into a crowded category.
The mattress category is loud, discounted, and interchangeable. HIGGYS had a genuine difference: a health-led recovery product backed by BackCare. The job was to make that difference impossible to miss.
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 around the recovery story, with an identity confident enough to stand out at retail and credible enough to carry a health claim. Then we shipped the system everywhere the brand had to fight.
A consumer website built to convert interest into orders. In-store point of sale that tells the recovery story at the moment of decision. Stockist training packs so retail staff sell the difference, not just the price. And pitch decks built to win the meetings that put the product on the floor in the first place.
Delivered
- Brand strategy and identity system
- Consumer website design and build
- In-store point of sale system
- Stockist training packs
- Trade pitch decks
- Brand guidelines and asset library
The result
Outcome