Success in branding isn’t about trophies on your own shelf. It’s about helping a client win one on theirs.
A year after the rebrand, Soak&Sleep was named the UK’s highest-rated duvet brand by Which?, scoring 96% in customer satisfaction and overtaking John Lewis and IKEA.
The rebrand wasn’t cosmetic. It gave the business a clear identity, a voice people trusted, and an experience that felt human. When customers felt that shift, so did the market.
The name played a vital role. DAPW, short for Duvet and Pillow Warehouse, was accurate but uninspiring. It described what the business did, not how it made people feel. It sounded like a place full of cardboard boxes rather than comfort. Soak&Sleep, on the other hand, carried emotion. It was simple, memorable, and human. It spoke to the outcome customers wanted, a good night’s rest, not just the products that delivered it.
That’s what design is for: clarity that drives performance. Not applause for the agency, but recognition for the brand that dares to change.
Read the full Soak&Sleep case study here.
