Agency: 10 Associates
Project Type: Produced, Commercial Work
Client: Snuggledown
Location: UK
Packaging Contents: Duvets & Pillows

Born in Norway, Made in Britain, Snuggledown is a luxury filled bedding brand. The new packaging had to look fresh, quality, inviting and hard to resist.

‘Our proud Norwegian heritage has taught us a thing or two about keeping warm, comfortable and cosy – but we don’t just count on our history. Today, we combine our years of experience with the latest technologies and the very best of British research, development and workmanship. It means our products aren’t just beautifully made: they’re also perfect for modern-day living and just right for you.’

Featuring lifestyle photography which we shot on location in Yorkshire, together with on-site photography in Wigan, we have created a delicious brand story:


‘Live life to the full: One of the best things in life is waking from a really great night’s sleep feeling bright, refreshed and ready for the day. At Snuggledown, we believe we should all sleep well to live well so that whether you’re working or playing, you have the energy to enjoy every hour of the day.’

‘Love your bed: We hope you’ll love your bed and love the way it makes you feel. Soft, sumptuous and cosy, our duvets and pillows turn bedtime into your time. From a good night’s sleep to an afternoon nap, you’ll feel so much more than just relaxed and comfortable – you’ll feel thoroughly indulged. We think that’s something very special, and definitely something to love.’

‘Sleep is what we know best: We’ve spent years learning how to combine the best fabrics and fillings, then adding those extra little details that make sure you have a perfect night’s rest. That’s why our products work as well as they do, and it’s why we’re the experts who’ll help you sleep deeper and rest easier, night after night.’

Created for the independent market, the range looks completely different from its competitors and invitesthe customer to read the pack and get involved in the brand experience.

When you are limited by the pack itself, it makes it all the more important to use design to educate, engage and excite. This creative does just that.