HOGO Rest System

HOGO Rest System

by Imperfecto Estudio @imperfectoestudio

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(Automatically translated from Spanish)

The redesign of the brand that banished the insomnia of the 21st century
Imagine a mattress that, just by sleeping on it, makes you wake up younger, like Benjamin Button, but without going overboard, an average of fifteen years. Uh... What? Sci-fi? Yes, that's what we thought when they called us, and yes, there are times when that saying "reality surpasses fiction" is truly true.

Redesigning a brand with coherence and credibility.

We had a challenge: to highlight the value of the product and help the customer overcome their fears. Their product was unknown, and its virtues could easily turn it into a miraculous, telemarketing-like, and implausible product. was the fundamental pillar of the project; the narrative framework and the visual world had to be worked on And, if that weren't enough it had to help differentiate their product from their own brand and between their brand and their competition.

To do this we did a lot , held various with clients, employees, users, and that helped us uncover both the needs and the brand’s value proposition The new brand had to exude innovation and , and had to be connected to as well as to rest. We were able to contextualize and position the brand[/b] and we shaped it with a tagline that summarized and made tangible [b]: Rest Better. Live More.

A design system, for a rest system.

With all this we created a contemporary, simple and unadorned . Connected with innovation, comfortable, aesthetically related to the origin of its own name. With a that works on credibility, and that is always at “rest , and brand resources that completed the design system playing with the sides of the tagline itself: what happens during rest and the benefits of using the product A balanced palette with “Night ” and “[/b] Shadow” as the protagonists patterns that represented the waves of the different stages of sleep, and a that certifies and illustrates the experience [b].

A “product-centric” digital experience.

For its corporate we also wanted to play with both sides of positioning. On the one , we had to differentiate between brand and product, but on the other we had to know where they connected and interrelated. Solving the needs of the brand, the of the , and those of the users was a three way game that we solved by creating hoc functionalities for each elevating the brand's value proposition and creating a that would enhance its know- and differentiate it from the competition.