What was originally seen as ‘cheap styrofoam’ is now a $1B+ business.
BOOST
The cushioning technology promises 30% more energy return than the competition.
ENDLESS ENERGY
The franchise tagline moves beyond simple cushioning messaging. Everyone wants more energy!
Guiding Principles
To help guide the creation and review of the franchise work,
three key principles were developed.
This principle is visually arresting and speaks to the ‘endless’ piece of the tagline.
REPETTION
CELEBRATE THE FOAM
In the beginning consumers thought it was ugly, but we did not shy away from it. The foam is the hero.
Energy is never still. We wanted to create motion in everything even in still imagery.
ALIVE