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SleepKing wanted to create a brand for its line of mattresses designed specifically for a heavy set demographic. The challenge facing the brand was that no one wants to be called “fat” so any communication addressing that had to tread lightly.
FOXX created a brand identity that alluded to the product’s strengths without addressing them head-on – Husky Mattress. Heavy duty support. Long lasting comfort. All communication addressed the durability and practical benefits of a Husky mattress while being sensitive to its target audience.