The goal was to turn Mellow into a premium DTC (direct-to-consumer) brand and relaunch it in the Australian market. The challenge was a DTC mattress landscape that was both saturated and cluttered.
Mellow’s biggest weakness was also its greatest opportunity: It was a clean slate. It had a consumer-friendly name and a wonderful selection of products, but no real identity. Adcetera leaned into this opportunity by repositioning the brand from the ground up.
We started by diving deep into the current DTC mattress leaders, analyzing each of their strengths, weaknesses, and differentiators to better understand how each brand was positioned. We then contrasted these against Mellow’s key strengths to identify the ideal areas of “greenspace” where the brand and its audience intersected.
We developed three distinct ownable brand positions from which one finalist emerged. And from there, a new identity was developed.
Once the brand’s positioning was locked, we built Mellow’s new brand identity one layer at a time. We began with messaging, crafting the essence of the brand inside and out, from its core benefit pillars to its narrative to the new tagline that encapsulated it all.
We refreshed the logo to better match a brand that stood for comfort and home.
We created a wholly new graphic system that brought that feeling to life visually through a wide array of distinctive design tools and templates.
The new identity was then launched to the masses, beginning with a completely revamped web experience.
The key to this project was understanding. While Mellow needed a drastic shift in marketing strategy, not everything needed to change. We combined our own market analysis with in-depth information-gathering sessions with the client. We formed a more complete understanding of the brand and used that to drive and support every critical branding decision. And we ensured those decisions were seamless so our creative, strategy, and digital teams worked as one.
The project required the Adcetera team to work cross-functionally with our local teams in the United States, Australia, and Korea, and we were blown away by just how easy the team made it to work with them. Through a series of workshops and individual sessions, the team at Adcetera constructed a very clear and accurate understanding of who we were as brand — even clarifying our brand proposition better than we could have.
