Sleep store
Unique sub brand and spacial design for a new Tempur concept store putting your beauty sleep to the test.
Dreamy
Subbrand
For Tempur Sleep Store in Odense, the challenge was to create a local identity within a global brand — something that felt more personal, tactile, and connected to the in-store experience.
A strong subbrand makes room for storytelling, emotional connection, and distinction in a retail context where everything else can feel standardized.
Along with a great team I developed a complete subbrand concept for the Odense store, including a new tagline and a distinct visual direction that expanded on Tempur’s existing identity. The work included print materials and in-store design elements such as posters and signage, a comprehensive sleep guide book, and visual assets for social media campaigns.
The new concept gave the store a clear and cohesive identity that stands out while staying true to Tempur’s core brand values. It brought more warmth and narrative into the customer experience — transforming the store from a showroom into a space that communicates the value of better sleep on a more emotional and relatable level.
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