STRATEGY + VOICE + MESSAGING
Tumble came to Forner for a rebrand that represented how they're better than the washable rug competition. Rather than focus on better, we honed in on what makes Tumble different, and why that matters to their customers.
While the competition was talking about carefree living and freedom, we noticed that Tumble customers had something else entirely in common: they were parents to pets and/or children. To talk about why their benefits fit their customers in an emotional way, we focused on the beating heart—the why—behind the purchase.
The fun of having a nice space is inviting people into it. So why tiptoe around the rug that ties the room together? Tumble rugs are made for how young people, families and pet people live—together.
Togetherness is in every detail: spill proof, machine wash-and-dry, cushy rugs (without all that velcro) that are highly considered and easy to love.
We began with the mantra Invite Life In defining how Tumble’s rugs are made for people with full houses and full lives.
We expressed our differentiator memorably with the tagline Made for Together. It’s what makes Tumble different, meaningful and perfect for its audience. It’s the reason behind every worry-free feature, true-to-life detail and carefully crafted design.
Copy and design come together to express the brand ethos with a sense of ease, friendliness and intentionality throughout the suite.
DESIGN: KATI FORNER /// STRATEGY+VERBAL ID+COPY: ALLISON DOBKIN
*Lifestyle photography for concept only.
