Work completed during tenure at LPKRole: Creative Director | Principal Industrial DesignerMaking any bed a smart bed.
CHALLENGE
On average, a person spends 33% of their life asleep. To make the most of it, Beautyrest developed Sleeptracker: an innovative technology that’s second to none for analyzing—and improving—sleep. Convincing consumers of that, at shelf, was up to us.
APPROACH
We saw Sleeptracker as both a game-changer for the brand—and for the sleep category at large. Positioning Beautyrest as the premier name in “smart sleep” inspired an expression that was equal parts tech-driven and luxurious, tailored to the Millennial target. A refined messaging approach helped the brand simplify complex information and data-driven benefits. And visually, a new toolkit of custom icons and design assets brought additional dimension and character to the Sleeptracker story. The structural packaging design is inspired by a mattress and box spring that flank the sensing technology, represented by the bold color reveal. Careful consideration was given to the unboxing experience through the use of layering, component placement and order of reveal. Across diverse touch-points—identity and packaging; website and in-store—Beautyrest’s message was clear: with Sleeptracker, any bed can be a smart bed.
IMPACT
Sleeptracker’s retail success is nudging Beautyrest to explore more innovation opportunities, inspiring people to sleep smarter—and live boldly.
Holistic by design
In collaboration with a multidisciplinary team of designers and strategist, we aligned to a pathway that visualized the advantage of smarter sleep. By personifying “data“ into expressive and active gestures, we captured the notion of ”unleashing your best”. This strategy was grounded on how optimized sleep could enable one to take on their day as the best version of themselves.
