Refreshing and redefining the market leading bed brand King Koil. We took a fresh approach to propel the brand into the future.
King Koil is a multinational franchise with all the complications that can often entail, manufacturing techniques, product designs, target markets and brand associations differed from country to country, as did the brand look and feel. Our challenge was to adopt and tweak the logotype but build on the sentiment that King Koil has built within the Irish Market, to bring that to life and it wrap it in meaning.
We wanted to imbue the brand with warmth, personality and distinction in a sector where everyone looks the same, where all imagery is indistinct and bland and where opportunities to communicate are limited. Our final challenge was to help them clarify and simplify their masterbrand offering balanced against their vast range offering.
We exployed the line “because life is worth living” to point to both the luxury and also because a great nights sleep sets you up for a great day.
We worked hard with the manufacturing team to simplify the multitude of confusing products into three core product areas, The Lifestyle Choice: where products with back support and health associations are gathered, The Concierge’s Choice: where the luxury beds from the hotel range are found and finally The Craftsman’s Choice: where products filled with all natural fillings are gathered. We created range illustrations to help clarify these offerings.
The new Savvi brand reflects a wise and clever choice and delivers exactly what Irish society is demanding.
From the moment we met with Alkamee we knew they were the right team to bring our vision to life. The brand they have created truly represents us and it’s so different to what others are doing.