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.


Classic details

A sleek typographic logo supported with a distinctive monogram formed the heart of the new brand. The monogram is inspired by the story behind ‘Salus’, the name of the Roman goddess of wellbeing and safety. It subtly references the circular repeat patterns of a patera, a type of religious ceremonial dish typically shown in the hands of the goddess.

Modern. Modular. Standout. 

Applied across the website, social media, and exhibition stands, the look and feel is both modern and distinctly premium. And throughout our process, we kept the bigger picture in the back of our minds. The identity is balanced, flexible, and scalable - ready for whatever comms Salus might need next. 

New Salus BrandingNew Salus Branding

Together the logos pair contemporary technology with classic luxury, and this sense of contrast runs throughout the brand. The digital-first colour palette balances delicate pink with modern grey, refined champagne gold with bright, colour pop coral. Even our typography juxtaposes modern innovation with sophisticated style.

Simon Harrison
Creative Director, Cubic

What we did


Research and analysis
Core proposition
Brand personality
Brand positioning


Visual identity
Verbal identity
Identity systems
Brand guidelines
Bespoke typeface


Print and literature
Digital styling
Ideas generation
Content development
Exhibition design
Point of sale

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