Rebranding Mattress
Since 1976, Four Star has been introducing technological innovation mattresses, giving customers better sleep. The recognisable brand is the first mattress company to introduce anti-static and anti-bedbug technology to the mattress market, as well as pocketed spring mattresses to Singapore. Tasked with a complete rebranding of Four Star, we conducted a comprehensive brand audit to reposition them for the new generation of consumers and market demands. We developed a brand identity that visually expresses its positioning, values and personality clearly and impactfully to both external and internal stakeholders.
Transforming a Legacy Mattress Brand into a Modern Experience-Focused Identity
THE CREATIVE CHALLENGE
An outdated perception and inconsistent identity reducing relatability and recognition
- Since Four Star was perceived as an old brand, it had a lower level of relatability and connection to modern audiences.
- As Four Star could not break out of its name, customers viewed it as less than a five-star brand despite four stars being the highest quality in the past.
- There was no consistency in Four Star’s graphic style and imagery, hindering the brand’s recognition and identity.
THE OUTCOME
Revitalised the brand with an experience-first identity that connects with today’s consumers
- By shifting from a product-focused brand to an experience-focused brand, mass production was transformed into tailor-made products tailored to individual preferences, allowing the brand to appeal to and connect with audiences more effectively.
- Through revamping Four Star’s logo and identity colours, the brand became more modern and stood out amongst its competitors.
- With Four Star’s new brand identity, they gained more brand consistency and recognition.
THE DIFFERENCE
BRAND IDENTITY
SHOWROOM INTERIOR DESIGN
BRAND TOUCH POINTS
We developed an umbrella of brand touch points, ranging from corporate stationery, packaging, marketing collateral, vehicle decal to video production to embody and communicate Four Star’s qualities.
“Working with Creativeans has been a fruitful journey for us. They definitely have the relevant experience to guide us through. They are always open to our feedback and gave us their insights that allow us to have an alignment in our vision.”
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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