Bensons for Beds faced a crossroads: their once-distinctive brand had become lost in a sea of competitors. Despite their heritage as sleep experts, they needed to modernise their identity, differentiate from copycats, and reclaim their leadership position in the sleep market – all while maintaining the trust they'd built with customers over decades.
Laying the foundations
We went back to basics, exploring what made Bensons special from day one – its heritage, customer relationships and genuine sleep expertise. This gave us a strong foundation to build on and bring up to date.
Finding space to stand out
We analysed the visual and verbal landscape of sleep retailers to understand where competitors were creating similarity and confusion. This revealed opportunities for Bensons to own a more distinctive space through both its visual identity and messaging.
Making the customer journey work
We reimagined every step of the journey – from first hearing about Bensons to getting that perfect night’s sleep – making the confusing world of sleep products easier to understand while bringing Bensons’ expertise to the fore.
Sleep made better
We created the ‘Sleep Made Better’ strapline and an in-store messaging model that reinforced Bensons’ sleep authority, supported by a helpful, straightforward tone that cut through industry jargon.
A bolder visual identity
We developed a bold logo, deeper colour palette and bespoke typeface, with subtle curves that echoed the comfort of Bensons’ products.
Distinctive and recognisable
We created ownable icons and visual lock-ups to make Bensons immediately recognisable, alongside warm, inviting photography that positioned the brand as the friendly sleep expert.
Bensons is back in the game, looking sharp and feeling fresh. The new brand doesn't just talk about better sleep – it shows it. From store to website, everything works together to help customers find their perfect bed without breaking a sweat.
Bensons for Beds
Reawakening a tired brand
Lara Purcell
Director of Marketing & Innovation
"We really value working with Whippet – they are collaborative, responsive, creative and solution focused. They have armed us with the thinking and creative assets to help us modernise and refresh our brand and business in order to deliver ‘sleep made better’ and we’re delighted."