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From Home Furnishing Business
Dream Fit Reimagines Packaging to Align with Products
March 3,
2025 by Karen Parrish in Business Strategy, Industry 
DreamFit, the leading manufacturer of innovative luxury top-of-bed solutions, has reimagined its product packaging with richer colors, elegant fonts and new messaging designed to better align with its high-quality products.
Shortly after being named president of DreamFit this winter, Chealen Martin and his team moved to rebrand the look and feel of the comprehensive sleep essentials line, in addition to launching the company’s first-ever mattress collection.
“DreamFit is a luxury brand, and the reaction consumers have when they touch and feel any of our top of bed collections is ‘Wow! That’s luxurious.’ But that wasn’t their initial impression of the brand when they encountered our inline product on store shelves,” Martin said. “The appearance of the sheet set, and mattress protector packages simply didn’t reflect the luxe quality of the products inside,” Martin said.
With an overall premise that sleep—and by extension—top of bed essentials like sheets are key to health and beauty, Martin and his creative team moved quickly to address the disconnect and redesign DreamFit’s packaging to deliver the right visual cues.
“In the highly visual world of retail, attractive packaging that catches a shopper’s eye is important for any consumer product, but it’s absolutely vital when you operate, as we do, in the luxury segment of the marketplace,” the executive said.
While previous packaging copy focused primarily on the patented silicone-enhanced corner bands that keep DreamFit’s fitted sheets securely in place, and the FirstFit™ color coded bands that make it easy to make a bed, the most prominent message on sheet set packaging now is a new tagline: “The Luxury of Rest.”
Indeed, new packaging for popular collections like the Enhanced Bamboo Sheet Set and StaDry® sheet sets and mattress protectors, invites shoppers to “Sleep Like Your Health Depends on It.” Additional messaging focuses on how the products deliver effortless luxury and promote recovery.
Along with the change in tone, the new packaging looks much more upscale overall, utilizing an elegant mix of fonts and an eye-catching color palette of trending Pantone colors like Soft Chambray, China Blue, and Naval Academy that shoppers would typically associate with high-end apparel fashion and cosmetics brands.
“Our new packaging signals to shoppers that they are going to find something beautiful when they open it,” Martin said. “We know consumers today think nothing of heading to Sephora to spend hundreds on their latest cosmetics and skincare regimens. But those same shoppers will think spending $300 on a luxury sheet set seems crazy. That’s why we are determined that moving forward DreamFit’s packaging effectively conveys that good sleep is key to their health and beauty.”