Sofiaman – 25 years
Our Services
- Brand repositioning strategy
- Campaign visual identity
- Video production
- Brand Photo Shoot
- Campaign Communication Plan
THE MISSION
For its 25th anniversary, Sofiaman chose not to celebrate time, but meaning.
The milestone became an opportunity to reposition the brand in a more premium, more mature direction, while staying true to what Sofiaman has always stood for: comfort, presence and closeness to people’s real lives.
The challenge was to express this evolution clearly and to open the brand towards both nightwear and loungewear, sleep and non-sleep, rest and those in-between moments.
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Building the concept
We built the campaign around a simple human truth: somnul e bun, dar și nesomnul face parte din viață.
The campaign spoke calmly, honestly and with confidence supporting the brand’s move toward a more premium positioning.
To make the repositioning visible and consistent, we developed a dedicated anniversary identity and a structured communication system that could live across channels over time.
What We Did
Brand repositioning strategy
Dedicated visual identity for the 25 Years campaign
Communication plan & content calendar
Ongoing posting & digital communication
Campaign rollout and coordination
Results
- A quiet anniversary in a category that usually shouts.
- Sofiaman moved from sleepwear to comfort, which is a much bigger shelf.
- Nightwear, loungewear and the hours in between.
