Salus manufactures innovative hybrid foam mattresses. Compared to traditional sprung mattresses, their product makes a luxurious night’s sleep far more affordable to the average customer. But they’re not the only ones to do it. While there’s a lot of demand there’s just as much competition, and the market is crowded with brands like Tempur, Slumberland and Relyon. Try spotting the differences. You won’t find many.
Establishing a new territory
In a market filled with copycat brands, Salus needed a distinctive space to call their own. We created it. We defined a new, ownable positioning of middle-market premium: accessible bed products with an aspirational feel.
We took cues from high-end competitors and brands to capture the new positioning. The resulting identity is smart, sophisticated, and luxurious.