Case Study: Smart Materials launches Huggah with BRND WGN

Smart Materials launches Huggah with BRND WGN, tapping a foam recycled from just 20% of traditional mattresses

Smart Materials, a company that had developed a breakthrough recyclable foam, partnered with the branding agency BRND WGN to launch a disruptive new mattress brand. Their challenge was to position this innovative, high-performance foam product as a credible and serious contender in the crowded sleep industry, moving beyond its origins in protective equipment.

BRND WGN developed the name Huggah and built a complete brand identity to communicate comfort and quiet confidence, alongside a clean, intuitive website. The agency created a distinctive yet inviting brand that steered clear of clichéd sleep imagery to let the product's unique benefits speak for themselves. This solution successfully launched Huggah, bringing the world's first recyclable, high-performance foam mattress to the market from Malta.

Smart Materials