Top-of-bed maker DreamFit has reimagined its product packaging with richer colors, distinctive fonts and new messaging designed to better align with its product positioning.
According to a news release, after being named president of DreamFit last December, Chealen Martin and his team moved to rebrand the look and feel of the Cullman, Alabama-based company’s sleep essentials line and launched the company’s first mattress collection.
“DreamFit is a luxury brand, and the reaction consumers have when they touch and feel any of our top-of-bed collections is ‘Wow! That’s luxurious.’ But that wasn’t their initial impression of the brand when they encountered our inline product on store shelves,” Martin said. “The appearance of the sheet set and mattress protector packages simply didn’t reflect the luxe quality of the products inside.”
To address this disconnect, Martin said he and his creative team redesigned DreamFit’s packaging with the visual cues to communicate the overall premise that sleep — and by extension — top-of-bed essentials like sheets are key to health and beauty.
“In the highly visual world of retail, attractive packaging that catches a shopper’s eye is important for any consumer product, but it’s absolutely vital when you operate, as we do, in the luxury segment of the marketplace,” Martin said.
While previous packaging copy focused on the patented silicone-enhanced corner bands that keep DreamFit’s fitted sheets securely in place and the FirstFit color-coded bands that make it easy to make a bed, the most prominent message on the new sheet set packaging is the tagline: “The Luxury of Rest.”
New packaging for collections like the Enhanced Bamboo Sheet Set and StaDry sheet sets and mattress protectors invites shoppers to “Sleep Like Your Health Depends on It.” Additional messaging focuses on how the products deliver effortless luxury and promote recovery, the news release said.
Along with the change in tone, the new packaging utilizes a mix of fonts and a palette of trending Pantone colors like Soft Chambray, China Blue and Naval Academy that company officials say shoppers typically associate with high-end apparel fashion and cosmetics brands.
“Our new packaging signals to shoppers that they are going to find something beautiful when they open it,” Martin said. “We know consumers today think nothing of heading to Sephora to spend hundreds on their latest cosmetics and skincare regimens. But those same shoppers will think spending $300 on a luxury sheet set seems crazy. That’s why we are determined that moving forward DreamFit’s packaging effectively conveys that good sleep is key to their health and beauty.”
