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●  Case study / Performeals
Selected work ↗

Turning a price-driven bedding startup into a
trust-led sleep brand.

Invelo transformed CottonHugg’s existing visual identity into a complete brand and performance-creative system—combining emotional storytelling, product education, Shopify optimisation and scalable ad production.
0 ×
Revenue growth over two years
0 M+
Creative views generated
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ROAS achieved
Brand Guidelines
Performance Creative
Video
Shopify CRO
Campaign Design
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Performeals case study cover
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●  The starting point

CottonHugg entered a crowded home-textile category where buyers were accustomed to comparing products primarily on price.

The brand had an attractive visual identity, but it lacked a clear system for consistently communicating quality, comfort and material value across ads, product pages and social media.
Without that system, CottonHugg risked becoming another visually pleasant bedding brand without a meaningful reason to choose it.
●  The creative challenge

The creative needed to turn an intangible product benefit—better sleep—into something customers could immediately understand and feel.

That meant moving beyond standard product photographs and communicating
+ Material softness
+ Breathability
+ Natural comfort
+ Everyday recovery
+ Seasonal usability
+ The emotional value of a better sleeping environment
The designs use warm neutral palettes, cotton textures, close-up material imagery and calm lifestyle compositions to create a recognisable sleep-focused world.
●  The creative system

The creative system we built

01

From logo to usable brand guidelines

The brand already had a strong starting identity but lacked rules that could maintain consistency as production increased.
Invelo formalised the logo usage, typography, colour palette, image direction and supporting visual elements into a repeatable system.
02 / 07
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Naming & identity
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03 / 07
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Packaging system
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02

Product education through design

Creative formats were built around specific purchase barriers and product benefits rather than generic lifestyle imagery.
Examples included:
  • Fabric and texture close-ups
  • Product-set explanations
  • Seasonal comfort narratives
  • Material-benefit callouts
  • Sleep and recovery storytelling
03

Hook-tested performance creative

Multiple hooks, layouts and video concepts were produced and tested through Meta. + The creative team could then learn which visual arguments earned attention and translate those learnings into the next batch of assets.
04 / 07
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Website & ecommerce
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05 / 07
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Campaign creative
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04

Shopify conversion support

The advertising promise and ecommerce experience were aligned, helping customers move from an emotional ad concept to clear product information and purchase decisions.
●  Design in motion

CottonHugg demonstrates the difference between having a brand identity and operating a brand system.

The value was not one beautiful campaign. It was the ability to repeatedly produce new concepts while maintaining the same visual tone, product positioning and customer promise.
07 / 07
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Always-on creative production
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As data revealed which messages performed, future creative became more focused without becoming visually inconsistent.

The impact

Creative output
  • Complete brand-guideline system
  • Static and motion performance ads
  • Hook-testing frameworks
  • Product-education formats
  • Lifestyle and material-led compositions
  • Shopify conversion design
  • Scalable campaign templates
Wider commercial impact
Results from the combined brand, creative, CRO and paid-media system—not attributed to design alone.
20x
revenue growth in two years
5M+
creative views
20,000+
followers
6×
ROAS
30%
reduction in CPA
6%
conversion
●  Closing statement

CottonHugg did not win by shouting louder about price.

It built trust through a creative system that made comfort visible, quality understandable and every customer interaction recognisably CottonHugg

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