ZZZEBRA BY CASPER

product innovation + user research + visual design

4 days. 10 teams.

4 judges (2 Casper reps + 2 industry vets).
10 minutes to pitch.

This work was chosen as the winner of the Brandcenter Sprint.

My role

I created the brand’s logo and visual identity system reflected in the products and screen design.

We thought through different product solutions we gained from user and expert interviews, in addition to market research.

How might Casper become a sleep company, not just a mattress company? 

Situation

 

Casper knew they had to become more than just another mattress-in-a-box company.

 

With a slew of look-alike brands emerging seemingly every day, Casper had to find a new position on sleep - even if they were the leader in the space.

Opportunity

 

Casper’s stated mission is to awaken the potential of a well-rested world.

 

If the brand is serious about this mission, why not be involved in the sleep process from birth?

Why doesn't Casper make beds for babies?

Casper can establish good sleep habits before bad ones ever have a chance to set in.

Sleep is crucial for new families.

 

New parents are the perfect audience for Casper’s mission. 

Sleep has never been more important than in a house with a newborn.

New parents are more receptive to learn more about sleep.

Sleep schedules of both parents and babies are in flux, so a new sleep pattern is needed.

A new line of Casper products for the next generation of great sleepers.

We couldn’t help but notice a crucial missing item from their product offering: a baby mattress.

Built to grow

The Stripe, Casper’s first baby mattress, is designed to last as your little one grows.

Updated Current Products

Inspired by Casper’s current cotton line, we made their existing sheets and quilts just a little bit cuter. 

Innovate new products

We expanded the zzZebra line with new products based on what we learned from interviews:

Packaging

Door-to-door convenience isn’t going anywhere, just in a slightly smaller box. 

1/2
Visual Style

We were inspired by the colors of the Cotton line to create a visual style that still felt cohesive with the Casper brand.

Hospital Partnership

Casper will replace all the mattresses in Maternity Wards with The Stripe so both babies and parents trust the brand name, and get a good night sleep since day one. 

NEW PODCAST SHOW

A quick win for restless new parents.

Listeners  don’t even have to own a Casper mattress to know their stance as the thought leaders of sleep.

Learning

 

Breaking the rules is fun.

We chose the unconventional and created a team of two (when we were allowed to go up to seven) so it was an all-hands-on-deck four days.

Babies are a lot of work.

We interviewed new parents, created (and trashed) a slew of baby products - and had to make the decision of what we should include, and what made business sense. 

 

I'm capable of more than I think.

I was the only designer on the team, so every visual element (minus the presentation) was my doing. 

TEAM

 

Paige Rollins, Experience Designer
Luke Colombo, Creative Brand Manager

TOOLS

 

Sketch

Photoshop

Keynote

An abundant amount of Google Docs

User interviews

THANKS

 

Natalie Colombo (+ Wylie and Brooks)

Bryan and Rachel Rose (+ Lucy)

Diana Flutie, Childhood sleep consultant

Sloane Hastings + Sara Plotkin, Casper

Caley Cantrell + Andrew LeVasseur, faculty mentors

Ashley Sommardahl

Judges Danielle Flagg + Lance Koenig