Creating a unique voice.
Our first meetings with The Headboard Workshop revealed what a special group of people we were working with. They were funny, incredibly enthusiastic and keen to have fun. Our discussions established a need to create an identity that would mark The Headboard Workshop out as something a little different, for that’s exactly what it is – all products are made to order and no two are likely to be the same. We equally wanted to reflect the team’s sense of fun within the brand personality.
We began by researching ideas and concepts synonymous with sleep and rest. Our ultimate solution was based around the idea of sheep. This was suggestive of counting sheep and also gave us opportunities to visually represent the rural environment in which the company was based.
Once the core brand identity and logo were in place we began to extend the concept as awareness of the brand grew. We began to feature the sheep in different costumes and various settings, always with humour and with tongue firmly in cheek. We also established a distinctive tone of voice that made liberal use of puns to give the brand a voice that would have stand out in the crowded home furnishings market. This was important as all the competitors focused only on product shots and our introduction of characters into the communications engaged the audience and differentiated the brand.
Further key touch points in the customer journey were developed, such as a swatch pack for mailing our fabric samples and a brand story book ‘Your Guide to Bedroom Bliss’ which explained The Headboard Workshop’s values, products and sales process.