SOVA, Sweden’s leading bed retailer, asked Garbergs to help revitalize their brand. Their brief to us was to defend their premium position as a reliable and knowledgeable provider of high-quality beds, on a market where quick & cheap has increasingly become the norm. As part of their new brand concept, Invest In Your Sleep, the design should follow and reflect SOVA’s core brand ambition; to challenge poor sleep caused by low-quality beds.
After a respectful update of the most recognizable asset, SOVA’s 30 year-old logo, our visual foundation was built using shapes, colors and elements from the old logotype to create a new visual universe and identity for the brand. Whilst respecting the past, a contemporary refurb of SOVA’s graphical elements helped to convey the very core values of the brand’s new ambition: To be an enlightened and caring bed retailer, in an otherwise drowsy and indifferent category.