Jason Bamboo Bedding Range

As a family-owned Australian brand with nearly 70 years of heritage, Jason has established a strong reputation for providing high-quality, affordable bedding and electrical goods, trusted by families across Australia. From pillows and quilts to mattress protectors and electric blankets, Jason offers a comprehensive range of essential home items, many of which are made locally using renewable energy.

The Opportunity

The Jason Bedding Range at Big W, faced the challenge of modernising its brand identity to resonate with contemporary consumers. The existing packaging design was outdated and lacked the visual appeal necessary to compete in a rapidly evolving competitive market. Additionally, there was a need to reinforce the brand's commitment to quality, comfort, and value while establishing a stronger emotional connection with customers.

The Brand

After some high level discussions with the William A McNeil team about Jason's mission, core values, target market, tone of voice, unique selling proposition, and conducting research on industry and competition, I mocked up and presented three distinct brand and packaging concepts to the William A McNeil team and the Big W buying team.

The primary challenge was to create a new brand identity that not only reflected the core values of Jason but is also visually striking, memorable, and brought out the features and benefits of the product. Taking into consideration the results of A/B Testing and feedback from the target market, the brand and packaging direction was selected.

The Rollout

The chosen brand and packaging design was then further developed, and rolled out to rest of the product line; pillow protectors, quilt, mattress protector, mattress topper, electric blanket and planogram. Making tweaks along the the way, as we received further feedback from the target market and stakeholders, ensuring that the brand was relevant, engaging and aligned with Jason's brand strategy.

The Outcome

The Jason Bedding rebrand for Big W was a success - the revitalised brand not only increased sales significantly by 23% but also increased brand awareness and enhanced customer perception and loyalty. With its modern design and effective messaging, Jason successfully positioned itself as a leading choice in the bedding market. The rebrand's impact was evident in the positive feedback from customers.