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New Logo, Identity, and Packaging for Zinus by Jack Morton and Stout
 

before

after

Noted Jan. 17, 2018 by Armin

Industry / Consumer products Tags /

About

(Est. 1979) “Zinus is a vertically integrated manufacturer of bedding products specializing in mattresses and bed foundations. Zinus’ patented compressed and rolled mattresses were one of the first in the market with the idea of delivering the gift of a good night’s sleep. Zinus items have been sold through top US retailers (Amazon, Walmart, Target, Wayfair, Overstock, Sears, Sams Club, etc) for the past decade. Its first standalone e-commerce site was launched in 2016.”

Design by

Jack Morton (San Francisco, CA)
Stout (San Francisco, CA

Related links

N/A

Images (opinion after)
New Logo, Identity, and Packaging for Zinus by Jack Morton and Stout
Logo.
New Logo, Identity, and Packaging for Zinus by Jack Morton and Stout
Color palette.
New Logo, Identity, and Packaging for Zinus by Jack Morton and Stout
Icon set.
New Logo, Identity, and Packaging for Zinus by Jack Morton and Stout
New Logo, Identity, and Packaging for Zinus by Jack Morton and Stout
Packaging.
New Logo, Identity, and Packaging for Zinus by Jack Morton and Stout
Mattress.
New Logo, Identity, and Packaging for Zinus by Jack Morton and Stout
New Logo, Identity, and Packaging for Zinus by Jack Morton and Stout
New Logo, Identity, and Packaging for Zinus by Jack Morton and Stout
Room presentation.
Room “animations”.
Opinion

Zinus used to sell its mattresses to other brands to sell as their own, so for a long time its logo was mainly for business-to-business use, so the relative blandness of the old logo wasn’t too much of a problem. To its credit, it was decent and properly executed but fairly generic. Entering the business-to-consumer market, the new logo is far more interesting and appealing with a lovely flower-y icon that has a “Z” embedded in it. The 45-degree symmetry of the icon is pretty great and although I’m not sure exactly how it relates to mattresses, it conveys a certain kind of softness. The wordmark is fine and the slightly wide structure pairs well with the icon. The packaging is pretty cool; probably cooler than it needs to be, which is not a bad thing at all but it’s rare to see big boxes like these feel so delicate and well considered. One of the best aspects of the redesign is the presentation of the mattresses in the oversize dioramas shot in a giant warehouse all neatly presented in planks painted in the brand’s color palette. It’s a great way to showcase the mattress options while also presenting a unique aesthetic style that, again, is probably cooler than it needs to be, since the mattress industry isn’t a bastion of creativity.

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