SleepOvation and SleepOvation Baby, a sleep product manufacturer based in Wharton, unveiled a new identity March 12.
Now known as Kiwi Sleep, the rebranding includes a new visual identity, updated website and social media platforms as well as the new tagline, “Dreams Start Here.”
“This rebrand is reflective of our evolution as a full-family brand and better communicates our core values. It also allows us to provide a more seamless shopping, educational and interactive experience for our customers,”
founder and CEO Richard Codos said in a statement.
According to NJBIZ sister publication Furniture Today, which covers the home furnishings space, SleepOvation launched its first mattress in fall 2017 and made pre-orders available on Kickstarter. The company had developed and patented a mattress comprised of hundreds of individually sealed proprietary cushions, resulting in “700 tiny mattresses that cradle every inch of your body, distribute airflow, and offer an unmatched degree of cleanliness.”
SleepOvation followed up that launch with pillows in 2019 and its dual-sided crib and toddler mattress in 2022. In February 2023, the company announced its SleepOvation Baby crib mattress received a U.S. Food and Drug Administration listing.
Kiwi Sleep collaborated with Helen Thompson Design and Summary Content Marketing for its rebranding. The company explained that the new name “is anchored by the kiwi fruit and its proven health, wellness and sleep benefits, as well as its playful and vibrant attributes.”
The refreshed look also includes new logos, typography and a kiwi, cream and turquoise color palette.
All Kiwi Sleep’s products are made with hypoallergenic and certified organic materials, are fiberglass-free, and manufactured in the company’s Wharton facility.