Coop

Even though Coop had one of the most popular pillows on the market, they had low name recognition and no clear point of view in a crowded market. Overwhelmed by possibilities, what Coop needed from Red & Co. was direction: a foundational strategy, a new identity and brand descriptor, and a clearly articulated creative path.

Red & Co. helped redefine Coop as a sleep tools innovator, moving beyond generalities to focus on a singular insight: consumers can take control of their sleep. Coop was transformed from a faceless brand into a sleep innovation leader with the new positioning, ‘Personalize Your Sleep’. To clarify its focus, Coop Homegoods was renamed Coop Sleepwares, emphasizing both its category and its role as a tool provider for better sleep. The new tagline reinforced the brand’s mission of individual control, while a thoughtfully designed logo and secondary mark visually represented adjustability and personalization. Through strategic branding, design, and messaging, Red & Co. gave Coop a distinctive, memorable identity that stands out with warmth, sophistication, and innovation.