We Launch

Core disciplines: Branding / design, Digital


Within an increasingly competitive marketplace of bed-in-a-box brands, our task was to create a contemporary new brand for a startup business, backed by one of the most established bed brands on the UK high street – Dreams. Mattresses have long been considered immune to the e-commerce boom. For decades, they have been sold in large showrooms full of dozens of styles with dizzying discounts and high-pressure salespeople. But a new breed of upstarts have started to crack into the lucrative mattress industry.


In researching the competition, we began to notice certain trends – and felt that the best approach was to play to the strengths of where the product is made, and create a brand that evoked contemporary, quirky British at its best. We devised the name Hyde & Sleep as it fitted the vision perfectly – and created a visual language around it that was graphic, bold and a bit cheeky.


To create imagery with a distinctly British personality, we commissioned the London-based lifestyle and advertising photographers Tim Cole and Mike Tinney to create a series of top level brand and product images that were to be used across all collateral.


Most mattress companies buy their mattresses from the same old big mattress factory. They don’t make their own, and they don’t know how to. This is where Hyde & Sleep is different. Working with photographer Sam Bush, we shot and produced a brand film and photography that captured how their in-house team carefully manufacture each mattress using their own state of the art facilities and premium materials. 


To further promote the launch, we produced all of the outdoor, print and digital advertising – and created all of the livery for the Hyde & Sleep delivery vehicles. We also produced high definition CGI technical drawings to illustrate how the mattresses and pillows are made.

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