From new mattress concept
to high-end sports brand.

Challenge

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.

NIGHTRO basketball player field golden hour | SKINN BRANDING AGENCY

BekaertDeslee approached us to develop, name and brand a special new mattress topper.

BekaertDeslee is the market leader in the production of mattress ticking, with 27 production sites in 19 different countries around the world generating a turnover of 350 million euros. While its range is mainly B2B-oriented, it wanted to appeal directly to the end consumer with this new product.

SKINN NIGHTRO Matress Topshot Product Branding | SKINN BRANDING AGENCY

SKINN NIGHTRO Matress Pattern | SKINN BRANDING AGENCY

Brand 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.

Brand strategy

Brand positioning

Brand identity

Core elements

Name

NIGHTRO naming concept background | SKINN BRANDING AGENCY

Simple & powerful name concept

Nightro emblem

The logo moves at full speed

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.

BASELIN