For more than 135 years, Auping has been designing the very best ways to rest. The brand evolution celebrates what define Auping: Craftsmanship, technological precision and its' commitment to this promise of enabling a well-rested world.
Client
Auping
Type
Brand, visual identity, campaign
Year
2025
A century and eighty-eight years (to be precise) of craft, expertise and innovation is distilled into every product at Auping. The new brand identity was built on the belief that the brand doesn't need to announce itself in a trendy manner but instead, it requires a robust system designed to hold and make space for everything Auping stands for.
Functional and warm
Unica77 LL is a typeface known for its clean, rational features. It carries authority, and quiet confidence making it a natural expression for Auping, flexible enough to work seamlessly across print, digital, retail environments, and packaging.
Color as a method of wayfinding
The expanded color palette assigns each accent color to content pillar types. Inspired by the fabrics and materials, the accent colors balance the technological, timeless neutrals with expressive hues while fulfilling functional wayfinding responsibilities. It also provides the creative teams a decision-making framework rather than choosing colors arbitrarily for each campaign or post, teams have a rule to work within.
A motion language that feels like rest
Inspired by the tranquil rhythm and cadence of a peaceful night’s rest, featuring gentle movements that rise and drift. Elements enter unhurriedly, settle naturally, and leave without interruption. The motion language embodies what the brand fundamentally believes in building: A well-rested world.
Envisioning a well-rested world
We developed a series of expressions of a digital experience designed to uphold the brand's commitment of a well-rested world. Generous whitespace, measured pacing, and a calm visual hierarchy ensure the customer is never rushed with every interaction designed to feel effortless, because a brand that sells rest should never create friction.
Learnings
Direct-to-consumer disruptors have fundamentally changed what it takes to compete in the bed and mattress category. For a heritage brand like Auping, staying relevant meant more than defending a legacy.
Rather than blending into a crowded visual landscape of warm, relatable bedroom imagery, the brand now stands apart with a modern, restful visual language that signals authority.
Finally, the new visual and strategic framework gives Auping a platform with longevity. It is built on something permanent: The intention to allow the expertise and craft behind a great night's sleep come through every communication.
Responsibilities
Shaping the visual language, visual design, establishing the motion direction, digital brand expressions, creation of the final guidelines.
Some sleepless nights with
Dominique Matthijs, Robine Schmetz, Carsten Van Berkel, Thijs Bontje, Bastiaan Weers, Anna Bosscher, Maria Bodil, Tamara Saelman, Anouk Huizer
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