Dew Gibbons beds down branding

Dew Gibbons has created the Innovair sub-brand and product packaging for the UK launch of AeroBed next month, which hopes to do for airbeds what Dyson’s ‘cyclone’ system did for vacuum cleaners.

AeroBed is well-established in the US, where its patented built-in pump and valve technology allows it to be inflated in a minute and deflated in 15 seconds, says Aero Products International managing director Europe Susan Young.

‘It’s created a whole new category of guest beds, with 40 per cent growth rates in the US over five years,’ she says.

Dew Gibbons has created the name and given the packaging a look and feel that is more appropriate to European markets. Senior designer Christian Eves says the sub-brand creates ‘something AeroBed can own – like Dyson’s dual cyclone system’.

The packaging carries information in seven languages, ahead of an expected roll-out to major European territories. One of the main challenges of the brief was to incorporate these languages in a simple design.

The consultancy won the work after a four-way pitch.