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From Home Furnishing Business

Blu Sleep to Unveil Re-branding in Refurbished Vegas Showroom

Specialty mattress and pillow manufacturer Blu Sleep Products has renovated its Las Vegas Market showroom and will unveil a re-branding initiative there during next month’s Winter Market.

In addition to the refurbished showroom in space B-960, the company said the re-branding includes a new logo, packaging and point-of-purchase designs.

The re-branding is aimed at re-creating the spa-like experience Blu Sleep products are meant to replicate, the company said.

“Alex Ciccolella and I started importing Italian foam for mattresses and pillows more than a decade ago.  It was time for a make-over that highlights the new ethos for our brand,” said Elizabeth Dell’Accio, vice president of Blu Sleep. “Our new POP reflects that, and we have developed innovative pillow and protector packaging that is like no other on the retail showroom floor.”

“Blu Sleep sources the finest and healthiest sleep product components from around the world to deliver a personalized pampering experience to consumers that results in a restorative and refreshing night’s sleep,” she added.

The updated showroom – washed in crisp white – will highlight images featured in its new branding campaign, developed to help differentiate the company in the crowded sleep space and bring a stronger visual identity to its products.

Blu Sleep is well known for its brightly colored products, and the clean white in the updated showroom makes the perfect backdrop for the designs, said Dell’Accio.

Designed to emphasize the spa-like feeling consumers can experience each night on Blu Sleep mattresses and pillows, she said the new branding focuses on the company’s innovative technologies and features that transforms sleep into a part of a beauty and wellness ritual.

The company believes that the simplified narrative on the POP and packaging not only plays up its innovative technologies, but also tells a visual story to which consumers can emotionally connect.

The creative services department of Steinreich Communications Group handled the rebranding assignment for Blu Sleep.

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