Challenge – Eden Textile was created when Summit Corporation purchased Mathew and Co. Vision’s task was to create new positioning for Eden geared to today’s marketplace while respecting the traditions that had allowed Mathew and Co. to prosper for more than five decades. This included a new name and a fresh brand.
Solution – Working with greymatter associates in developing a brand strategy, Eden’s differentiation was boiled down to a single phrase: Complete comfort. The creative illustrates the superlative quality of the product through a visual metaphor for perfection: nature, the only truly perfect thing on earth. In combination with soft sophisticated design and hold-your-breath photography, the new Eden Textile brand has a visual depth and strength that can take the company anywhere it wants to go.
Result – The internal launch, November 2005, gave employees a chance to get on the brand wagon. Understanding the implications of matching the brand experience with the messaging allowed the employees at Eden to take ownership and responsibility of the new image. Watching the Eden brand grow and mature has been a point of pride for us and we continue to evolve marketing materials and communication strategy to adapt to their changing needs.