Nook Sleep System Design & Branding NOOK SLEEP SYSTEMS PEBBLE MATTRESS by 72andSunny Los Angeles

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Industry Electronic Devices & Home Appliances, Home Furniture
Media Design & Branding
Market United States
Agency 72andSunny Los Angeles
Executive Creative Director Glenn Cole, John Boiler
Designer Christina Kelly
Released February 2010

Credits & Description

Category: iii. Premium Brand
Product/Service: MATTRESS
Agency: 72ANDSUNNY
Date of First Appearance: Mar 1 2010
Entrant Company: 72ANDSUNNY, Los Angeles, USA
Entry URL:
Executive Creative Director: Glenn Cole (72andSunny)
Executive Creative Director: John Boiler (72andSunny)
Design Director: Robert Nakata (72andSunny)
Designer: Christina Kelly (72andSunny)
Writer: Holly Hessler (72andSunny)
Director of Strategy: Matt Jarvis (72andSunny)
Director of Strategy: Kelly Schoeffel (72andSunny)
Print Producer: Gil Reyes (72andSunny)
Print Producer: Sara Southworth (72andSunny)
Brand Coordinator: Kim Lawson (72andSunny)
Media placement: Logo + Identity - Business Cards, Envelopes, Letterhead, Second Sheet - March 1, 2010
Media placement: Pebble Mattress Packaging - Retail, In-Store POP Display - March 1, 2010
Media placement: Pebble Wrap Packaging - Retail - March 1, 2010
Media placement: Fitted Crib Sheet Packaging - Retail - March 1, 2010
Media placement: Blanket Packaging - Retail - March 1, 2010
Media placement: NapSack Packaging - Retail - March 1, 2010
Media placement: PR Materials - Nationwide, Celebrity Outreach, Editorial - March 1, 2010
Media placement: Website - Online - March 1, 2010
Media placement: Demo Video - Online, Retail, PR - September 22, 2010

Describe the brief from the client
The Pebble Mattress is the most innovative infant mattress on the market, designed to create a safe and breathable sleep surface. Design packaging that is as smart, considered, and functional as the best in class Pebble Mattress.

Describe the challenges and key objectives
Not only create a package that was functional, unique and esthetically pleasing, but also having multi-functional properties. The package needed to satisfy the structural requirements of the product in shipping, as well as the needs of boutiques having limited retail floor space.

Describe how you arrived at the final design
Minimalist, eco-friendly packaging designed to protect the mattress without using plastics, while alluring parents and retailers to feel the mattress’ unique surface and materials.

A poster lined with cardboard slides into the front of the package and functions as a structural support for the package during shipping and as a POP option.

The lid is also designed as a POP option that can be placed on top of any standard crib railing, calling attention to the mattress that is generally hidden under other products in a small boutique.

The external cardboard box is designed to simply convert into a playhouse.

Give some indication of how successful the outcome was in the market
The Nook packaging is revered as one of the most innovative design in the market and continues to be a successful solution for both packaging and in-store POP display use.