Starwell Easycare Pillows

Background:Historically Starwell Australia was a leading provider of pillows to the hospitality and healthcare industries. International hotels and leading hospitals needed a truely comfortble pillow that could be fully machine washable and tumble dried

The Brief: Take the successful Starwell commercial pillow and develop it as a branded premium pillow range for the retail market.

Strategy: With Mark Star, Starwell's owner, we developed the "Easycare" logo and brand. The first phase of the range rollout included 4 pillows Mark had developed. Appealing user-friendly names were created (The original commercial pillow became 'Dream On Me', the others were: 'Sleep Right'- for a special contoured pillow, 'Long Distance Traveller' and 'Support Wedge'- for previous healthcare pillow.

Packaging included quality sewn plastic cases with rope handles and printed card inserts featuring detailed information supported by easy to understand graphic icons and emotive photography.

The Result: Myer have made the range a category 1 line (all stores must keep stock up to date) and we have begun the second phase of the range rollout.