Bensons for Beds
Reawakening a Tired Brand
The challenge: Bensons for Beds faced a critical crossroads: their once-distinctive brand had become lost in a sea of similar 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.
Our approach:
1. Brand archeology
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We began by uncovering what made Bensons truly distinctive, examining their history, customer relationships, and category expertise. This exploration revealed untapped equity that could be modernised rather than abandoned, providing a foundation for authentic renewal rather than reinvention.
2. Competitive differentation strategy
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We analysed the visual and verbal landscape of sleep retailers to identify where competitors were creating similarity confusion. This mapping exercise revealed opportunities for Bensons to own distinctive territory in the category through both visual assets and messaging.
3. Customer journey reconception
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We reimagined the entire customer experience – from awareness to purchase to delivery – focusing on simplifying the complex world of sleep products while reinforcing Bensons' expertise at every touchpoint.
The solution:
Sleep made better
Strategic positioning: Created the "Sleep Made Better" strapline and developed an effective in-store messaging model to reinforce Bensons' sleep authority.
Visual identity: Developed a bold logo, deeper colour palette, and bespoke typeface with subtle curves that echoed the comfort of Bensons' products.
Distinctive assets: Designed ownable icons and visual lock-ups that made Bensons immediately recognisable in a sea of similar advertising.
Photography & tone: Established warm, inviting photography and a helpful, straightforward tone that cut through industry jargon to position Bensons as the friendly sleep expert.
The results:
Rise and shine
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.
“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.”
Lara Purcell, Director of Marketing & Innovation, Bensons for Beds