This was an inception-to-launch branding project for a latex bedding manufacturer based in Thailand. For the past 30 years they have been manufacturing latex products for Chinese customers. However, with increasing competition and shrinking profit margins they needed to pivot from their traditional OEM model. This meant developing an internationally viable brand that could appeal to end consumers.
Developing the new Toptex brand began with extensive product development. The core vision was to deliver the highest quality, non-toxic, and eco-friendly bedding on the market. This meant switching the covers on everything to organic cotton. We chose an unbleached material with a lovely natural texture. We also tied in our brand look with an embroidered logo and edging in our new green, giving the whole product line a much more cohesive feel.
We needed photography that would showcase our efforts and convey a message of authenticity and sustainability. We chose an outdoor location with plenty of tropical greenery and rustic bamboo to hit home the idea of "nature's bed". Finally, we wanted our models to be down-to-earth, so we hired friends. It was important that they be attractive but approachable.
To keep harsh sunlight and shadows off of our models we erected an ad-hoc canopy out of bedsheets borrowed from the hotel. I should mention we had next to no budget for this shoot, but we think it turned out pretty well nonetheless.
TOPTEX PHOTOSHOOT BEHIND-THE-SCENES
BRAND LOGO DEVELOPMENT