From a pillow brand to a round the clock lifestyle brand
Client: Abhishek Jain & Meghna Jain
Scope of work: Research, Strategy, Identity, Packaging, Visual Extension, Art Direction and Web Design
Industry: Retail and Lifestyle
The White Willow was originally launched in 2014 as a memory foam pillow brand. However, as the product line expanded, the brand’s purpose and positioning needed to evolve. The products weren’t effectively communicated, leading to consumer confusion, and the overall brand lacked a cohesive strategy and communication.
We relaunched The White Willow with a renewed purpose, positioning, and visual language. In a world where you are constantly hustling and struggling, The White Willow believes you should be comfortable in every moment. A brand that is always with you, round the clock with its wide range of product categories and variations.
BEFORE AND AFTER
Do you think you could be more comfortable in your current position? If you are think that’s not possible, then TWW are here to change your mind.
The White Willow was a brand that aced sleeping pillow by understanding how people sleep. They wanted people to experience sleep like never before. Using the same purpose and philosophy, they expanded into daily essentials like wedges, mattress toppers and seating cushions.
So, we shifted the positioning from a pillow brand to a lifestyle brand that believes in comfort in every moment and provides round the clock comfort. A brand that is here to improve the quality of living of your daily life. A partner who understand your routine, lifestyle and your health concern.
After being in the market for almost 10 years, White Willow had excelled in their products by understanding their consumers, using high quality materials to provide the utmost comfort and made it long lasting. But as the brand and products grew, there were facing multiple challenges. With the rebranding, it was important to solve all these challenges.
Consumers either loved the product or couldn’t adjust to it
The answer was: one size doesn’t fit all. Be it any product, understanding what is right for you was the most crucial.
Even half an inch of a height in a pillow matters, showcasing and communicating the same was of prime importance for their wide range of products to avoid any confusion.
What is so different about The White Willow’s product?
Each product of TWW was not just designed for utmost comfort but could solve problems like cervical, spondylosis.
But consumers were not being able to understand the difference and choose the right product for themselves since there were so many customisations designed to fulfil consumer needs.
Building brand consistency across 250+ SKUs
TWW caters to a -6 months old child to a 101 years old human and has a product range from different categories like: Sleep, Daily Essentials, Travel and even Yoga.
It was crucial to build a brand that is consistent yet works for individual products to make sure it all belongs together.
Comfort in every moment shouldn’t be a luxury but necessity.
When you are well-rested and comfortable, your body and mind are better equipped to handle the demands of daily life. This can lead to increased energy, focus, and better mood which helps into greater productivity and a better you.
Why are we really this? Why do we exist today?
Consumers don’t understand what bad posture is or the consequences of not sitting or sleeping correctly. In today’s time, the world is moving too fast to stop and think with abundance of false information around us.
How are we doing this? How are we making a difference?
All products are backed by extensive research and customer feedback to prove their efficacy and quality. TWW continuously bring innovation in products by doing in-depth market research and evaluating feedback.
What are we doing? What is different about us?
TWW only make high-quality products that address specific needs to ensure safety and effectiveness. Their consumers love our product and cannot imagine their life without them anymore.
Introducing The White Willow
A round the clock brand that is always by your side! From the moment you wake up, to going to office, to sitting and reading a book or going back to sleep. We deliver comfort in every moment.
How do you create an Identity system, packaging and maintain synergy across the brand?
After designing the brand identity, we designed brand elements that helps create a strong visual language. The White Willow had six categories and wanted to introduce new categories. Each category had multiple products with variations in sizes, colours and firmness which made in a total of 250+ SKU.
So it was extremely important to build a system and create synergy throughout.
So, we first designed custom patterns representing calmness in four different colour to be used across all SKUs with on hero pattern used from the smallest SKU to the biggest with a green zip, a strong emerald green brand colour that was inspired by the willow tree to help build a strong presence and brand relatability.
The next problem was to answer the big question: what is so different about our product?
When we first saw the old website, it was so hard to understand which pillow should we even buy? Why do all pillows look so different from each other? The decision was so hard that I wouldn’t end buying it altogether. The products in terms of the appearance looked the same but had multiple function and benefits.
So, we built a clear product architecture and communication system. Once we understood the benefits of different variations, we started building a system and iconography to build cohesiveness.
We also built detailed size charts, firmness charts and infographic to communicate the product seamlessly in different market place.
