Ingravity: rebranding to make the brand fly

New corporate identity, Ingravity

Project brief

Ingravity is a pioneering mattress spanish brand.

Its great quality is the ability to innovate in materials and produce cutting-edge solutions that respond to the specific needs of each sleeper. They have a range of products for athletes, people with heart and blood flow problems…

In the context of an industry that has never very dynamic, but is very powerful in Spain, Ingravity comes to waka with the ambitious goal of becoming a benchmark brand and willing to start its international expansion.

UX/UI Flueed studio logotype
Brand concept, Ingravity

Strategy

The mattress sector is peculiar: a lot of innovation at a technical level, but zero sexapil. To differentiate the brand, we needed to find a concept that was authentic and inspiring for the organization, but also relevant and attractive for the final consumer.

We observed that the communication made by the rest of the brands in the industry is framed within the emotional plane (relaxation, sleep or well-being). All very obvious, crushed and boring. Ingravity had to find its own space; exciting and full of innovation and curiosity. We wanted an exciting brand, not an emotional one.

UX/UI Flueed studio logotype
UX/UI Flueed studio logotype

Branding

Ingravity’s graphic identity seeks to evoke the world of sensations. It is minimalist, modern, elegant and a bit risky.. For typography we chose roboto: a modern and accessible font. We selected a palette of vivid colors that help convey sensations. We accompany them with patterns based on geometric figures inspired by the main mattress materials. Through photography or video, the brand is provided with disruptive elements that generate differentiation and make it memorable. For the logo we seek to represent weightlessness by floating the “i” out of the normal context of the word and giving lightness to the whole.

For the verbal identity we gave the brand a close, professional, ingenious and positive voice. We developed its own semantic universe, which also plays with onomatopoeia as a verbal resource to refer to the world of sensations. Everything was subtle, but coherent.

UX/UI Flueed studio logotype
UX/UI Flueed studio logotype
UX/UI Flueed studio logotype
Animation intro
UX/UI Flueed studio logotype
UX/UI Flueed studio logotype
UX/UI Flueed studio logotype
Ingravity Kids Matrix video footage

Web

Transferring the brand concept to the digital experience has been a challenge. Ingravity’s current business model is purely digital, so the web is the only channel for sales, distribution and brand expression. When this happens, many conflicting interests are mixed: some oriented towards sales (usability, positioning, conversion…) and others related to the brand (experience, aesthetics, communication…). Quite a tricky balance game.

In this case, based on a Prestashop CMS, we designed a 100% custom online store where the product looks as good as the content. Both feed and support each other by helping users in their purchasing process. Likewise, the web serves as an engine for the client’s positioning and inbound strategy. All under the design of a very careful shopping experience directly related to the brand concept.

UX/UI Flueed studio logotype
Verbal identity examples, Ingravity
Verbal identity examples, Ingravity
Verbal identity examples, Ingravity
Brand digital expression elements

Expression

Mistakenly, we tend to think that the brand identity creation ends with the brandbook delivery. Nothing is further from reality. The brandbookis the starting point, not the destination. The brand’s personality is built when it comes to life and is expressed in each of its actions. This is vital for a B2C brand such as Ingravity, whose very essence consists of designing sleeping experiences for its clients. The brand’s identity must filter to each piece, each product, each content and each message.

Ingravity’s brand has just taken off, but working in creative territory as juicy as sensations, we see immense creative potential for the brand to expand and evolve in the future.

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