vel_you by Veldeman

Veldeman is a Belgian family company and an advocate of quality beds. They saw room for an eco-friendly range: mattresses and accessories that work well and leave our children and grandchildren a flourishing planet. To launch the range and wake people's interest, they needed a partner who would step things up a notch. The starting point was the code name 'Velda Resleep'. Veldeman uses leading technology and research to design beds that last a lifetime, and the brand had to show that. It also had to stand out in a market where most things get thrown away. In Belgium alone, over a million mattresses are discarded each year.

We started with the name. vel_you sounds crisp, confident and caring. Together with the distinct visual personality, it reflects the concept and connects it clearly to Veldeman. We put the consumer at the centre and the value of the beds at the core of the differentiation, so the emotional benefits sit at the heart of the brand. Colour mattered a lot. Most competitors use red or blue hues, so we chose two bold greens that stand out. Even the products got a layer of 'forest' or 'code' green. To appeal to the target audience, we paired the bright shades with a clean typeface and sleek designs. The refreshed identity is modern and future-driven, in line with the company's vision. The tagline sums up the stance: "dear planet, rest assured".

We created the name vel_you and a visual identity built on two greens, a clean typeface and sleek designs. The IMM fair in Cologne was the stage for the official presentation, where visitors at the Veldeman booth got a sneak peek. To support the launch, we designed a straightforward yet refined website. Later we expanded it to fit the needs of every customer, with just the right information and no excessive detail. Owning a vel_you bed means being part of a community that cares about your sleeping experience and your future, from pillow to nightstand. Take a look at www.vel-you.com and configure your own vel_you bed.