Hästens

Creating an expectation of true luxury was the singular mission of the new Hastens tagline. 

Only by creating this expectation could we insulate consumers from the initial shock of the bed’s price point, starting at $6,000 and climbing to $65, 000 at the top of the range.

“The bed of your dreams” is not only elegantly simple, but it also effectively creates a “Category of One” for the brand.