Cæsura //

Develop a brand identity and retail experience for a specialty mattress store that will provide high quality, luxury products at competitive prices.

The mattress and bedding category is crowded with businesses that compete for consumer attention based on price and product. What most of these competitors have missed is a shift in consumer preferences and the demand for an experience that reflects their values, respects their intelligence, and excites their imagination.

Every bedroom, while unique, has a specific theme which is personal to our target and has an emotional appeal.

While sleep is extremely important, we observed that their relationship with the bed goes beyond sleep.

They are also aware that a good bed leads to good sleep and good sleep leads to a better quality life. However there is a difference in their perception of a bed and a mattress. The mattress is merely a physical product whereas the bed is a key part of this emotional attachment to the bedroom.

While each of these segments are at different life stages, one thing that they all desire is simplicity. Something that reminds them to slow down in this fast paced world. Another example that speaks to that point is the increasing yoga trend and how it has become part of daily exercise. We need to keep this in mind when coming up with our brand platform.

Brand Development and Experience Strategy

assignment

problem

insights

Brand Name and IdentityA caesura is defined as a rhythmic break or pause in the flow of sound which is commonly introduced in about the middle of a line of verse, but may be varied for different effects.

Cæsura //

Time in bed is a rhythmic break in the flow of your daily life, a break from the constant conversation. That leads into our name and logo for the brand. Besides the fitting definition, we felt as though the double hash mark that is the symbol of a caesura resembled two people laying in bed

Positioning StatementInviting Bedding for Personal Serenity

We decided on a color palette for our brand ident i ty and an example of what the client’s business card would look like which can be seen to the right

Brand ManifestoMaybe you were up all night. Maybe you had a terrible day. Maybe it’s pouring rain. The thing you lust is serenity. The embrace of your bed. The security of your comforter. The unwavering support of your pillow. The inner peace that these bring.

Your bed is your home within your house. It is the place where one finds the most sincere version of themselves; a place where one can take a moment to let their mind wander, a place where one finds a cæsura. 

Cæsura is the moment when one's mind and body come together to create a somber, quiet rhythm.  The soundtrack of your day plays a bit slower here.

Close your eyes. Take a break. Embrace the moment.

Cæsura believes that leading a better life means knowing when, how and where to slow down. The Cæsura bedroom is where one comes to create their most imaginative, personal and private compositions-- read the book, write in the journal, make love, breathe.

walking in walking out exit follow upentryplanning reservation

Public storeexperience

Individual store

experience

Setting the MoodWe serve our guests lavender tea and spring water to promote a ca lm , re l a xed , re f re sh i ng atmosphere

Employee CultureCæsura specialists follow seven mantras to ensure that they not only feel relaxed and comfortable wile on the job, but exude this personality to customers, inviting them to experience serenity. From the casual, lightweight employee apparel to the time to take a break, employees feel a daily, calm rhythm.

Aural BrandingA set of noise-canceling headphones is placed within the headboard of each of our display beds. We recommend our own mix tape based on 3 moods - Release, Rest and Rise. They give customers a reason to lie down, pick a rhythm and test out the mattress for a longer period.

OnlineOur website allows customers to explore our entire catalogue, listen to the recommended playlists based on the 3 moods and get a vibe of the Cæsura experience. Customers can also opt to make a reservation to meet a Cæsura specialist.

Product DisplayTo allow customers to truly experience the bed as they would in their own bedrooms, our products are arranged in a way that is inviting, personal, and tactile. They can lie down on any bed for as long as they want. The different sections and cozy nooks give a cozy, homey feel.

Financial Planning - 3 year Cash Flow ForecastBased on the client’s plan of launching 5 stores in the first year followed by a store every two months in year 2 and 3, and their expected revenue per store, we prepared a 3 year monthly cash flow forecast to project the investment and cash requirements.

Launch PlanWe start with direct mail. We would send out invitations to the store opening to a purchased list of people targeted by zip code and income level in a thirty mile radius.

Beginning Cash Investment $500,000

Year 1 Ending Cash $79,000

Year 2 Beg. Cash Investment $71,000

Year 2 Ending Cash $433,000

Year 3 Ending Cash $1,717,000

Year 2 Revenue $7,140,000

Year 3 Revenue $12,180,000

We will do regional print advertising in magazines such as Virginia Living and Real Simple along with local radio spots. As well we wanted to get advertising in the Playbills of the Richmond Ballet and Symphony.

For PR we send our catalogue to local designers along with an invitation to the opening. In addition, sponsor events and donor cocktails for arts organizations like the Richmond Ballet and Richmond Symphony. Those who attend the store opening will be acknowledged with a gift bag.

*Based off of the data provided to us by the client

Based on our projections, the overall cash investment was $571,000. The business becomes self sustainable in its second year thereby providing capital for future store openings without any outside investment.