Marialma

Living and dreaming.

When it comes to buying bedding, people are overwhelmed by choice. That’s why Marialma's founders Ana Osório and Catarina Canto Moniz set out to build the name for performance bedding, sourcing exceptionally high-quality bed sheets with incorporated technology that promised to put an end to sleepless nights.

By taking performance bedding to the next level, and grounding them in the required balance of everyday life, we crafted a brand that reflects the impact of sleep on health and wellbeing.

Standing out

in a crowded market.

We were involved in bringing this brand to life from the very beginning, starting with the naming.

From there we created a complete identity system, including: logo design, iconography, a custom ecommerce website, a photoshoot, and a digital marketing strategy.

The go-to bedding brand

for conscious women.

Marialma’s target was clear from the very beginning: Women that prioritize their health, that take time for their own happiness, and reflect on what they ultimately want. These women are conscious consumers that are concerned with the origin of the purchases beyond the label. They are all about working less, buying less, but live better!

Research and Inspiration

Target defining / Lifestyle

Concept

Time / Balance / Night and Day

Color

Vitality / Energy / Balance

Process

Design thinking / Multi-layered approach

Simple at first sight

but complex in detail.

Producing the visual identity for Marialma presented a unique challenge, as it looks sophisticated and minimal on the surface, but it wields a versatile and lively personality underneath.We wanted to create something meaningful that would evolve and grow. Just like life itself. That’s why this logo conceptually illustrates the idea of time and balance. Day and night. Yin and yang.

Working you like a clock

Schedule your sleep! Night and day shifts.

Reinforcing brand recognition.

With a responsive logo design, we made sure that Marialma had plenty of visually-engaging ways to connect with their target audience, assuring brand recognition across multiple channels, resolutions, and applications. Inspired by the sheets’ threads, organic textures infused Marialma’s logo with movement, bringing softness, balance, and beauty to the result.

A disruptive color

as a vital element of branding.

Some brands are so iconic that it is possible to identify them from just a single color without an accompanying logo. For that reason, our marketing team came up with the idea of using a vivid pomegranate red as it strongly separates Marialma from their bedding competitors and can’t be missed even on the smallest details. It is continuously used throughout the packaging, clothes labels, business cards, and tags, demonstrating an exceptionally consistent, strong brand image.

Besides that, this distinct color scheme fully conveys some core brand values such as regeneration, beauty, and eternal life.

Shop the sleep of your dreams

without leaving the bed.

Mirroring the refined, premium style of Marialma’s products, the online shop remains extremely minimalist. The hypnotizing logo animation that is always displaying the time of day, working as a digital clock, is just the icing on the cake.

Dreamy illustrations and components

Because every detail matters

Creating content worth sharing.

We developed a series of digital videos and product photos that could emphasize the quality of Marialma’s fabrics by showing them in an appealing real-life setting. This visual content was used across social media to drive traffic to the online store.

Building a Bulletproof Digital Footprint.

Since the rise of ecommerce in the past five years and people focusing more and more on mental health, luxury bedding became a multimillion-dollar industry. And for Marialma, it meant positioning themselves differently from their rising competitors. So, we focused on promoting their cutting-edge technologies and all health benefits of sleep, as quality sleep is right up there as a key wellness trend.

By targeting women with high income, interested in mental health, sleep quality and general well-being, we created a cohesive strategy to increase brand awareness through social media, paid social ads, press, and influencers. We were also commissioned to write compelling copy for most essential elements of communication like social media posts, blog posts, and newsletters.

Some people wake up, while others rise up.

Marialma’s conscious personality is expressed in a refined identity system, which ultimately reflects the company ethos of quality and sustainability. Through a unique visual language that captures Marialma’s experience, we set this performance bedding brand apart from other high-quality bedding, which is typically marketed as a luxury item.

Ana Osório and Catarina Canto Moniz have started with a focus on bedding and Alpaca throws and they have since expanded to include a loungewear collection and a pillow spray. We can’t wait to see what’s next.