Brand · 2024 · United States
Casper
"Sleep is a skill." — rebuilding a category brand
A brand positioning and identity refresh for Casper as the category matured and the price war crowded the field.
+410 bps
Gross margin lift
+67%
Organic traffic
2.3× industry avg
Email engagement
72
Net Promoter Score
Services
Region
United States
The Challenge
What we were asked to solve
Price-led competitors had eroded Casper’s premium position. The team needed a story that moved beyond the product and built category authority.
Our Approach
How we built it
- 01
Reframed the brand around a single idea: sleep is a skill that can be learned.
- 02
Rebuilt the retail, digital, and packaging systems around an editorial voice.
- 03
Seeded a long-form content engine — newsletter, podcast, and NYT-style print drops.
The Outcome
Where the work landed
Casper moved from a price-competitive conversation to an authority position and achieved its highest gross margin quarter in 3 years.
“We asked for a refresh. They handed us a category-defining position.”