Dreams
The magic of storytelling
The retail identity for sleep specialists, Dreams, disrupts the traditional method of choosing the perfect mattress, with bold storytelling and a reimagined store narrative, underpinned by the quality and longevity of the brand.
Idea
As part of their reimagined retail story, Dreams looked to offer a softer, more welcoming environment for their consumers, ensuring that each purchase would made with comfort and ease. Part of this experience would be driven by the education journey, with consumers navigated by the illustrative ‘Comfort by Colour’ owned by the Dreams brand.
Insight
The notion of storytelling became the golden thread of our concept, creating a retail strategy which would reassert the brand as a leading sleep retailer. From the immediately noticeable comfort by colour through to the beautiful lifestyle imagery
and soft tone of voice, the graphics palette is soft yet compelling against the backdrop of textured fret cut panels. Disrupting the traditional Dreams store, the new concept is one of indulgence, comfort and assertive brand story.
Realisation
Defined as their next generation store, the reinvented strategy for Dreams elevates the brand through the notion of storytelling, creating a welcoming environment and a platform for informed purchases.
Our Opinion
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