Coop Sleep Goods Rebrand
Luxury Soft Goods
coopsleepgoods.com ↗
Brand Strategy & Platform
Brand Messaging
Product and UX Strategy
Content Strategy
Creating a Standout Among Sleepers
SITUATION
We took on the challenge of establishing Coop as a memorable brand in the competitive pillow market, where it had Consumer Report's endorsement but lacked recognition.
APPROACH
Our strategy aimed to reframe the narrative in this brandless landscape and boost e-commerce sales. Recognizing that most brands in the space were cliché with sleepy imagery, we shifted the focus from just promoting good sleep to highlighting the wellness benefits our products offer.
We firmly planted Coop as a sleep-focused brand, honing in on our specialty: pillows. Inspired by the founders' passion for quality sleep, we built the brand around the concept of Zenergy, capturing that rejuvenating feeling from a great night's rest.
RESULTS
Our website redesign aimed to increase conversions by simplifying the user journey and leveraging information design and content to convey Coop's unique selling points, resulting in the highest and most consistent conversion rates in Coop's e-commerce history as of September 2021.
Agency: Wondersauce. Copy by Brooke Wilson. Creative Direction by Matt Hallock. Project Management by Taylor Anne Lane. Design & UX by Estee Kim, Valentin DeLouis, Lindsay Noll, Leon Farrant and Kelly Davis. Photography by Will Hughes and Shannon Mulcahy.