The Challenge
The founder approached us to build a website with a 3D configurator. However, before diving into development, we needed to build a narrative around the name 'selfles' (an intentional misspelling), define the core brand idea, and help them stand out.
Since the brand targets the premium segment, establishing strong positioning right from the start was crucial. Only after that could we proceed.
Our Approach
We combined market research with extensive founder interviews, knowing that the creator understands their audience best. Using this foundation, we shaped the brand platform and brought the 'selfles' persona to life.
We unlocked the name through wordplay: selfles is a palindrome, reading the same in both directions. Like a mirror. This sparked our core concept: bedding as a reflection of ourselves. Selfles is for women who embrace self-love, ignore outside judgment, and value beauty in their homes. This idea became the common thread throughout everything —from visuals and tone of voice to brand storytelling — allowing customers to recognize themselves in the brand.
Additionally, we developed a unique 3D configurator featuring a bed model that allows users to create their own custom sets.
This builder is the site’s primary USP.
The entire feature was custom-coded from scratch specifically for this project.
This builder is the site’s primary USP.
The entire feature was custom-coded from scratch specifically for this project.
The Challenge
The founder approached us to build a website with a 3D configurator. However, before diving into development, we needed to build a narrative around the name 'selfles' (an intentional misspelling), define the core brand idea, and help them stand out.
Since the brand targets the premium segment, establishing strong positioning right from the start was crucial. Only after that could we proceed.
Our Approach
We combined market research with extensive founder interviews, knowing that the creator understands their audience best. Using this foundation, we shaped the brand platform and brought the 'selfles' persona to life.
We unlocked the name through wordplay: selfles is a palindrome, reading the same in both directions. Like a mirror. This sparked our core concept: bedding as a reflection of ourselves. Selfles is for women who embrace self-love, ignore outside judgment, and value beauty in their homes. This idea became the common thread throughout everything —f rom visuals and tone of voice to brand storytelling — allowing customers to recognize themselves in the brand.
Additionally, we developed a unique 3D configurator featuring a bed model that allows users to create their own custom sets.
This builder is the site’s primary USP.
The entire feature was custom-coded from scratch specifically for this project.
This builder is the site’s primary USP.
The entire feature was custom-coded from scratch specifically for this project.
We provided art direction for the website photoshoot, including the creative brief and visual references.
We provided art direction for the website photoshoot, including the creative brief and visual references.
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