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Eyri Iceland Mattresses Hire LP/AD for Rebrand and Re-launch

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Eyri have tapped into the North American interest in Icelandic Vikings and folklore to revamp the brand image

Eyri Iceland Mattresses Hire LP/AD for Rebrand and Re-launch

Eyri Iceland, the online retailer for Icelandic designed mattresses appointed Toronto’s LP/AD to rebrand the Eyri Arctic Rest mattress product line and re-develop the Eyri online store, which along with a digital promotional campaign launched last week.

With a growing popularity in online mattress purchases after the successful introduction of Casper, there has been a sharp increase in the number of startups getting into the mix. For Eyri Iceland, a company that has been active in the space for over two years, this was about tapping into a new and vastly potential market.

“With so many players in the category chasing after Casper’s market share, it was important to find the right entry point for Eyri,” commented Alex Shifrin, Managing Partner at LP/AD. “Many of the brands more or less play in a similar rational messaging space, talking about quality of sleep or quality of product. With Eyri, we decided to tap the current interest in Iceland, especially with shows like Vikings and Game of Thrones top of mind in North America. We chose to go at it from a truly Scandinavian experience.”

LP/AD’s assignment was to deliver a reworked brand positioning and messaging, a visual identity set, an online launch creative campaign targeting regions in the US as well creating a fully customised digital commerce website (, built on the Shopify platform.

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Categories: Home Appliances, Furniture

LP/AD, Mon, 10 Apr 2017 11:12:16 GMT