PROJECT DETAILS

CLIENT: Juna Sleep Systems

ABOUT THE PROJECT:
Juna Sleep Systems is a mattress company based in Sioux Falls, South Dakota. They were in need of a complete rebrand to position them in the competitive market. Their mattresses are custom-made and hand-made, and they are offering an outstanding quality for a reasonable price compared to big-name brands.

CHALLENGE:
When I met the owner, he was operating the company from a warehouse with 2 or 3 part-time employees. There is a lot of competition in the mattress industry, Sioux Falls has about 30 stores offering mattresses. Being new in the market, the brand needed recognition and had to increase customer awareness.

SOLUTION:
Create a modern, professional brand that inspires trust and increases notoriety.

GOALS & STRATEGY

One of the main objectives was to increase customer awareness, by educating them about the outrageous and unfair markups in the mattress industry. The mission at Juna is to offer a higher quality product, honest pricing and better customer service. This is why they are offering a “Lifetime comfort commitment'“. This means the customer can change the feel of their mattress at any given point to suit their needs. This is where their tagline is coming from: The last mattress you’ll ever have to buy.

In addition, we bring confidence to the customer by offering a 120 night risk-free trial and a 18-year warranty. This is much more than the average offered on the market. As a new company, customers need to put their mind to rest with their purchase.

To build brand notoriety and awareness, all branding materials have been created to be very consistent. Purple has been carefully chosen as the main brand color. The goal was not only to have a unique color, but also to target the main audience: middle-aged women. Purple is a feminine, delicate, elegant color that has long been associated with refined, wealthy women. The color purple has a variety of effects on the mind and body, including uplifting spirits, calming the mind and nerves, and increasing nurturing tendencies and sensitivity.

Consistency in the branding color is increasing brand awareness. From business cards, in-store marketing material, website and marketing material, everything has been created with this in mind.

Word of mouth is also a critical strategy. This is why I work with Juna to promote their referral program, which is giving extra discounts to referred customers and cash money for the referees. Social medias, mailers, newsletters and in-store signage were used to make this program known.

Another marketing strategy was to make sure Juna is attending events targeted to women, like the Expo for Her and Home Show in Sioux Falls. Their trade show displays needed to look professional and stand out.

Some fun, light hearted visuals have also been created for a marketing campaign. We used the same layout, colors and fonts to create a uniformity through the campaign.

RESULTS

Juna Sleep Systems opens its first retail store in 2016.

They have experienced a major sales growth: From $78,000 in 2014 to $1,500,000 in 2019.

They started with 1 employee and they have now almost 10 people in the team.

Also, they were able to buy better material and improve their product. With premium quality mattresses and brand recognition, they increase their price from $1288 to now $3588 for their high end mattress.

They have sold about 800 mattresses this year!