Everyone in the bed-in-a-box category claims they've created 'the one perfect mattress'. But how can one bed be perfect for everyone? We challenged this thinking by having people imagine a world without choice: from a sloth being the only pet to a semicolon being the only punctuation mark. All to introduce a new bed-in-a-box brand that actually gives people a choice – tulo.
Brand Identity Development
From the name to colors to logo to packaging, we designed the brand from the ground up.