SleepOvation Rebrands to Kiwi Sleep

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SleepOvation and SleepOvation Baby recently unveiled its rebranding effort under the new collective brand identity Kiwi Sleep.

SleepOvation and SleepOvation Baby recently unveiled its rebranding effort under the new collective brand identity Kiwi Sleep. The initiative includes a refreshed visual identity, updated website and social media platforms, according to a news release. 

The rebranding represents the brand’s next stage of growth and its continued mission to support a restorative, safe and pain-free sleep experience for the whole family, company officials said.

“This rebrand is reflective of our evolution as a full-family brand and better communicates our core values,” said Richard Codos, CEO and founder of the Wharton, New Jersey-based company. “It also allows us to provide a more seamless shopping, educational and interactive experience for our customers.” 

The refreshed name, Kiwi Sleep, is anchored by the kiwi fruit and its health, wellness and sleep benefits, as well as its playful and vibrant attributes. Under the new Kiwi Sleep brand name and tagline “Dreams Start Here,” the identity refresh includes new logos and submarks, typography, and a kiwi, cream and turquoise color palette. 

The brand voice and positioning integrate both product lines, highlighting Kiwi Sleep’s leadership and advancements in sleep technology, wellness and safety for the entire family dynamic, according to a news release. 

The brand launched its mattresses for adults in 2017, followed by pillows in 2019. Its dual-sided crib and toddler mattress launched in 2022. The adult and crib mattresses both feature an advanced independent system based on cushion pocket technology that combines lumbar and pressure-point support, while supporting breathability for optimal air flow and comfort. All products are made with hypoallergenic and certified organic materials, are fiber glass-free, and 100% U.S.A. made and manufactured, company officials said. 

The brand has earned media and industry recognitions for its products and leadership from The Bump, Today’s Parent, POPSUGAR, WeeSpring, Spy, Sleep Foundation and the 2022 National Parenting Product Awards (NAPPA), among others. 

Kiwi Sleep collaborated with Helen Thompson Design and Summary Content Marketing for its rebranding initiative. Rebranded products are now rolling out nationwide, and the new website and social media platforms are live.