Restonic remodels brand image

Mattress licensing group Restonic has unveiled a fresh and friendly new brand image and logo with the tagline “Supporting dreams.” The tag is meant to reach through to both mattress dealers and end–consumers, the company said.

The updated logo uses Restonic’s traditional burgundy—to pay homage to the brand’s 70–year history—in combination with contemporary lettering and a quarter moon silhouette. The new strategy also assigns a unique color to each of Restonic’s product lines.

“It’s been gratifying to see that people are ‘getting it’—that we are changing from a mattress company into a recognized consumer brand,” said Ron Passaglia, Restonic president and chief executive officer. “We wanted to differentiate ourselves and express our brand personality. Our heritage is there in a way that appeals to the contemporary marketplace, today’s lifestyles and younger consumers.”

Much of the new look was introduced in the company’s showroom during the Las Vegas Market in February. The rebranding is being reinforced by a complete revamp of the company’s Web site—expected to go live this quarter—as well as a variety of lifestyle–themed point–of–sale banners, wall boards and other marketing materials available to dealers.

To spearhead the effort, Restonic hired branding and creative agency The Martin Group of Buffalo, N.Y., which began the process with in–depth interviews of retailers and internal stakeholders.


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