Rebranding Mattress
Since 1976, Four Star has been introducing technological innovation mattresses, giving customers better sleep. The recognisable brand is the first mattress company to introduce anti-static and anti-bedbug technology to the mattress market, as well as pocketed spring mattresses to Singapore. Tasked with a complete rebranding of Four Star, we conducted a comprehensive brand audit to reposition them for the new generation of consumers and market demands. We developed a brand identity that visually expresses its positioning, values and personality clearly and impactfully to both external and internal stakeholders.
THE CREATIVE CHALLENGE
- Since Four Star was perceived as an old brand, it had a lower level of relatability and connection to modern audiences.
- As Four Star could not break out of its name, customers viewed it as less than a five-star brand despite four stars being the highest quality in the past.
- There was no consistency in Four Star’s graphic style and imagery, hindering the brand’s recognition and identity.
THE OUTCOME
- By shifting from a product-focused brand to an experience-focused brand, mass production was transformed into tailor-made products tailored to individual preferences, allowing the brand to appeal to and connect with audiences more effectively.
- Through revamping Four Star’s logo and identity colours, the brand became more modern and stood out amongst its competitors.
- With Four Star’s new brand identity, they gained more brand consistency and recognition.
BRAND IDENTITY
The Four Star logo is redesigned to highlight the most iconic and memorable element of the original logo – the logotype. The bar of the letter “F” and the top of the letter “S” have been enlarged to extend towards the end of each word for greater visual impact while creating a sense of fluidity and comfort. The curvatures of the logotype help make the design appear more cohesive and are further used as elements throughout the brand touch points. The brand tagline represents Four Star’s mission to be its customers’ silent but indispensable life companion that provides both physical and emotional support to the users throughout various chapters of their lives. Four Star works unconditionally in the background to help make customer experiences as enjoyable as possible.
SHOWROOM INTERIOR DESIGN
The front facing showroom is a see-through showcase for the new Four Star brand identity that incorporates the essence of a hospitable tailored experience. The showroom focuses on experiencing the Four Star brand and range of products, with a full immersion in its heritage and product offering, supported by a highly hospitable approach. This communicate that Four Star is attentive and takes care of every customer’s unique need and lifestyle.
LAUNCH OF BIGGEST FLAGSHIP FOUR STAR SHOWROOM
In collaboration with local spatial design company, SODA (Spirit Of Design Analogy Pte Ltd), the 5000 sqft area was seamlessly transformed into an immersive 'Star-struck Experience' through our collaborative design approach. The new Four Star showroom, is situated in the Four Star Building in Kallang, Singapore.
BRAND TOUCH POINTS
We developed an umbrella of brand touch points, ranging from corporate stationery, packaging, marketing collateral, vehicle decal to video production to embody and communicate Four Star’s qualities.
“Working with Creativeans has been a fruitful journey for us. They definitely have the relevant experience to guide us through. They are always open to our feedback and gave us their insights that allow us to have an alignment in our vision.”
Mr Ling, CEO, Four Star Industries Pte Ltd
