During my year freelancing with Casper, I was part of a major brand overhaul. When I first joined the creative team in early 2021, they had left behind much of the playfulness, whimsy, and signature illustration style that initially launched the brand to fame in 2016.
In the much more crowded 'mattress-in-a-box' market space of 2021, the company was trying to appeal to a slightly more elevated, luxury consumer than they had before. Nonetheless, our creative team realized that we need to bring back some of the whimsy and wit that had catapulted their brand in the first place -- even if it looked different this time, and appealed to new demographics.