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# Comfort wins
- URL: https://blah.untangleyourbrand.com/comfort-wins/
- Published: 2015-09-06T00:00:00.000Z
- Updated: 2025-11-06T11:20:43.000Z
- Description: When your client wins the award, that’s the real success.
- Author: Nigel Davies
- Tags: Work, awards, naming, #lightbox, logo

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.

![](https://storage.ghost.io/c/bf/16/bf162d1e-32af-40f7-8eb5-21591f3ec1f2/content/images/2025/11/WHICH_SOAK-1.png)

### Read the full Soak&Sleep case study here.

[Enhancing your relaxationTaking on major retailers with a new name and brand in the bed and bath market.![](https://storage.ghost.io/c/bf/16/bf162d1e-32af-40f7-8eb5-21591f3ec1f2/content/images/icon/358ef569-a475-483f-881e-94e762373554-31.jpg)Enhancing your relaxation![](https://storage.ghost.io/c/bf/16/bf162d1e-32af-40f7-8eb5-21591f3ec1f2/content/images/thumbnail/UYB_CASESTUDY_THUMB_1200px_640px_SOAK2.jpg)](https://untangleyourbrand.com/work/soakandsleep?ref=blah.untangleyourbrand.com)