Interesting insights for any established brand from work the design firm, Ideo did for the venerable Sealy Posturepedic brand
“To this end, the design team explored holistic back health care, which is far more complex now than it was 60 years ago. In its early years, Posturepedic was endorsed by orthopedic surgeons, an emerging and cutting-edge specialty. Today, however, orthopedic physicians are the last people anyone wants to see: visiting a surgeon generally means one has severe back problems and needs surgery. In contrast to the early days, today’s consumers are far more proactive in their physical health—chiropractors, yoga trainers, massage therapists, and physical trainers have become part of people’s everyday lives. Recognizing this shift, the team brought this holistic evolution to the brand—and made sure that the mattress product itself had physically demonstrable benefits.”
FastCompany adds
“The improved performance can also be seen in extra features like a wraparound handle for easy lifting, even from the corners, and a rubber surface on the bottom of the top mattress to grip sheets and keep them from creeping up over your feet. To further differentiate Posturepedic from the sea of mattresses in Sleepy’s, Ideo used color, a light blue for the foundation and white for the top comfort layer. “If you look at the classic Eames lounge and ottoman, you’ve got the walnut shell with another interior,” Hendrix says. “It’s the same contrast--there’s that strong support on the outside and there’s comfort on the inside.” The colors were chosen to appeal for their familiarity to a mainstream audience: The light blue was inspired by the classic light-blue men’s shirt, and white was chosen to evoke fluffy, fresh clouds.”
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