The Challenge
Trendsetter International is the company behind some of Britain’s best luxury bedding brands. Through these brands and a range of white label products, they supply bedding to well-known companies including John Lewis and Intercontinental Hotels.
But the quality of their products is just half the story. Their business has fully embraced sustainability in all its working practices, including a pioneering eco-factory in the Estonian forest that uses 100% renewable energy.
It was time to let the world know about their innovative, sustainable story and give them a brand overhaul that positioned them as thought leaders within the industry.
The Approach
We started with Brandschool®, our immersive day-long workshop of brand exploration. It helped us understand Trendsetter in more depth, establish the nuts and bolts of a positioning and button down the strategic thinking that would underpin our creative approach.
Their strongly ethical sense of purpose was quickly evident, as was the innovative heritage of the brand. So we built on this to create a simple Big Idea: Making bedding better since 1912.
The Result
As with almost every branding project we work on, we outlined our strategic thinking in a unique Brand Key. It outlined everything from their purpose to their brand values. We then set about turning this clear strategic positioning into a distinctive, recognisable brand identity.
Our top to bottom refresh encompassed everything from interiors to social media. We captured their heritage and forward-looking philosophy in a pair of complementary typefaces – one a classic serif, the other a more modern sans serif. Inspired by the idyllic forest location of their Estonian factory, we created a soft palette of natural colours. We also incorporated a range of photography, which covered everything from natural landscapes to still lives, which captured the luxurious, tactile qualities of their products.
The brand identity has been successfully rolled out across their website, social media, digital sales tools, literature and interiors.
“We had a great experience working with 10 Associates and their Brandschool® process. They really got under the skin of our business vision and delivered a powerful new brand identity that we’re absolutely delighted with. We’ve had great feedback from external customers and we’re looking forward to a full roll out.”
Laura Keay
Head of Marketing and Ecommerce
