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CASPER

Product Innovation + Launch

Apply a cultural trend to a stale product or category

Cliff Notes

THE PLOT: After the COVID19 pandemic hit, many people realized that their work from home situation was not optimal and added mental stress due to a lack of work/life boundaries. 

THE CONFLICT: Although people are unhappy sharing their home office with their bedroom, most are unwilling to consider a multipurpose bed due to perceived lack of comfort and style. 

THE RESOLUTION: A line of Murphy Beds from a brand that consumers trust with their comfort, style, and wellness-- Casper.

BACKGROUND 

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SPACE FLEXIBILITY

There is a need for space flexibility due to working from home, and this need will continue due to the lasting effects of the pandemic.

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OFFICE IN THE BEDROOM

The home office in the bedroom has created a wellness gap, affecting the ability to mentally separate work, home, and sleep.

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MULTIFUNCTION ≠ COMFORT

While on paper flexible furniture options are a solution, they are not yet mainstream and lack easy access to style and comfort.

OPPORTUNITY 

Casper considers themselves a technology company that prioritizes mental wellness above all.​

They are well known for their emphasis on comfort, minimalist style, and ease of use. They are perfectly positioned to introduce a solution.

SOLUTION

Casper launches Casper Studio: a murphy bed for the modern day worker.

The Product

CASPER STUDIO

The Launch

CASPER STUDIO

GETTING THE WORD OUT

While existing Murphy Beds focus on selling product benefits, Casper's launch will focus on how their bed can help lighten the mental load of working from home.

THE STRATEGY

Casper Studio creates boundaries in your physical space that encourages boundaries in your mental space.

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The Team

Emilee Lampert, Brand Manager

Alex Reid,  Brand Manager

Joe Mrava, Experience Designer

Marshal Turner, Experience Designer

Kate Power, Copywriter

My Role

Brand audit

Category audit

Social listening

In-depth interviews 

Strategic development