Out-of-the-box brand strategy.
Luxury bed maker, Harrison Spinks, chose to work with Cool Blue to launch its first bed-in-a -box product, herdysleep.
A collaboration with the much-loved Lake District brand, herdy, the new mattress combined traditional bed-making techniques with clever technology and a core ingredient: Herdwick wool. Sourced from Cumbrian farmers who were paid above market rate, every herdysleep mattress contained at least one fleece.
Cool Blue was enlisted to help launch herdysleep, crafting an identity for the brand and introducing it to consumers via the press and social media.
We devised a strategy that focused on the brand’s luxury credentials, targeting customers at the higher end of the market with aspirational imagery and beautifully crafted copy, which brought together each strand of the story.
42 Million
Reached through editorial coverage
10
Leading national media editors tried the mattress
820,000
Reached through social media
We created stand-out lifestyle and brand photography, which positioned the product as a luxury item, whilst nodding to themes of craftsmanship and countryside.
One of our central assets was a brand book, which told the story of herdysleep across 24 beautifully designed pages.
We invited ten leading editors from key titles, such as The Telegraph and ELLE Decoration, to spend the night on a herdysleep mattress at the 5-star London Edition Hotel
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Selected Works
Mako BespokeFrom Quiet Craft To a Confident Brand Presence
Haddon Crafting Luxury BathroomsCrafting Luxury Bathrooms
French Bedroom - EventFemale-founded British furniture brand.
Interior Trends for 2025Project type
The Floor RoomCreated to transform the world of flooring
The Floor Room - Social MediaEnhancing the brand’s social media presence
Concept BespokeOffering exceptional design, build and maintenance services for prestigious properties.
Spiral CellarsWine cellars less ordinary.
Barker and Stonehouse: Gateshead Store LaunchUnveiling the new £5m store.
ercol x 2LGReaching millions with a message of pride.
French BedroomA luxury bedroom furniture brand.
Duresta & Matthew WilliamsonFashion forward.
EggerImagine. Create. Egger.
HerdysleepOut-of-the-box brand strategy.
Barker and Stonehouse & Drew PritchardLaunching a furniture first.
ercol: Centenary CampaignA 100 years of craft.
SleepeezeeReawakening a sleeping giant.
