Ubed

Ubed’s mattress had so many benefits — sustainable, durable, temperature-regulating, hygienic — that the story risked feeling scattered. We focused on the core: Ubed is made of 3D polyester, not sweaty, polluting foam. The new proposition, “No foam mattress”, gave the brand a clear enemy and a distinctive story to build on. Launching in NRC, we spotlighted the makers and the innovation behind the product.

Collaboration with Ubed, Reza Harek, and Resident Media. Photography: Rene Mesman.