Nightro — Win by day. Sleep by night. From new mattress concept to high-end sports brand.
Build a premium brand around a new performance-enhancing mattress topper. Win over sportspeople, athletes and amateurs with a carefully considered brand identity and positioning.
During the strategic preliminary phase, a great opportunity became apparent to avoid marketing the product as a topper. This topper doesn’t belong exclusively in a bedding shop: it is an essential part of an athlete's sports equipment. We therefore built a brand that fits perfectly in a sports shop.
Naming
Nightro was chosen as the dynamic name with which the new mattress brand began to come to life. Speed, dynamism and strength became central to the brand's identity. Better sports performance during the day thanks to proper rest the night before was a strong starting point for Nightro's baseline.
Visual identity
Preparation for sports performance by day begins the night before. This duality inspired us establish a relationship between product and performance. We made the brand breathe, live and move.
Verbal identity
Sports, winning and performance became the focus of the entire brand story. Not in the bedroom, but in the sports stadium. Extra accessories complete the Nightro sleeping gear. They help athletes to perform and recover optimally.
Brand experience
Extra accessories designed to complete the Nightro sleeping gear. They help athletes to perform and recover optimally. A handy sports bag was developed to showcase the product in sports shops. This increased Nightro’s in-store visibility.
Nightro’s imagery style shows athletes just before sunset or just after sunrise. This enabled us to obtain a warm 'golden hour' feeling and subtly refer to the all-important question of how well the athlete sleeps at night.
