Design Mobel 

To lift the profile and value perceptions of the Design Mobel brand to retailers and the general public, BRR's branding strategy focused on adding value by elevating perceptions of the bed to an essential contributor to health and vitality. This assumes an undisturbed circle of sleep, requiring an ability to accommodate varying physiologies, nocturnal habits and life stages. The Design Mobel BodyFit Sleep System was developed collaboratively to capture these essential elements. A platform of sub brands was developed around four brand values - 'your health renewed', 'your sleep personalised', 'your design expressed' and 'your world protected'.

Because sustainability lies at the heart of Design Mobel's business philosophy, it was important to reflect sustainable process along the length of the company's value chain.

The BodyFit Sleep System simplifies their selling process, provides more material to stimulate sales and offers consistent, compelling marketing rationale. Already Design Mobel is achieving healthy sales of the first product to be launched on the new brand platform '" the 'Pause' bed, the world's first Ipod-compatible bed.

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