Design consultancy: Studio Minerva
Advertiser: Eve Sleep

Executive Summary

At the outset, people said it would be incredibly difficult to build a brand around a mattress. They said that people just buy them, put a sheet over them and forget about them. They were a commodity.

However, in under three years, eve sleep transformed from a big idea to a globally recognised lifestyle brand that broke all category norms. With worldwide collaborations, global press and media coverage, an ever-growing range of sleep products and over 53,000 social media followers, the UK's first 'bed in a box' now has a market value of over 140 million and an IPO listing.

While most entrepreneurs think about brand after the product, eve's design and branding strategy was at the forefront of its business agenda from the start. 'Every great day starts the night before' said the brief. The implications for design were clear - wake up a sleepy category with visual energy. More morning glass of OJ, less the cosy mug of bedtime cocoa. The eve always has an energy and an excitement that was captured in the brand identity, the tone of voice, the physical products and filtered through in to the ethos of the company. Our success was due to this single-minded creative idea, a brave team and big ambitions.