Beckham Hotel Collection
Branding + Product Innovation
Objective: Get existing and new customers to purchase Beckham pillows over competitors on Amazon by creating brand recognition with competitive, innovative design & clear, direct visual messaging, distinguish our RTBs for new pillow launches, and remain the category leader on the Amazon marketplace (#1 Best Seller in Bed Pillows).
Below you will see a strategic approach I put together to help guide my team on the listing optimization. We needed to identify where our current product story and visual identity was lacking, what our competitors were doing well, and the current trends in the home & hotel industry to set the team up for success.
Creative Partners:
ECD: Mallory Ashwander
ACD - Copy: Val Delgado
Designers: Darlene Segura-Ocampo, Hanna Cope
Copywriter: Britney Jackson
Production: Brad Johnson, Fabian Ray Owens, Darshak Zala, Mike Fahey, Jason Badgett
Video Editor: Chris Thomas
Packaging Designer: Chelsea Van Beek
Role:
Creative Direction + Strategy
Design
Project Management
We landed on a design concept we called “Wabi-Sabi” that was inspired by natural tones and textures, simplified typography and more airy, natural photography. Throughout the listing, we wanted to make the copy clear & concise while calling attention to the specific pillow attributes so consumers could differentiate between each pillow Beckham Hotel Collection offers.
People are particular in their pillow selection and being unable to touch & feel the product limits our ability to convey what makes our pillows special. We decided to use a color-coding system across packaging and digital assets so our audience could explore and find the pillow that would be right for them.
*Conceptual Design
The brand manager for Beckham Hotel Collection challenged us to brainstorm retail packaging concepts to get our pillows in-store. Below, you will see our concept deck with 3 options for packaging styles, ranked by tier in relation to cost. Our BAM team took these concepts and pitched to Walmart, securing a deal to sell our pillows at their stores utilizing our cheapest COGs option, a cardboard belly band with a plastic pillow shell.
This was monumental for our brand — the first time our pillow will be in the retail space and customers are able to actually touch & feel our pillows and understand the capabilities of our customize-able fill.
