As one of the most innovative American mattress makers of the mid-1800s, Ostermoor provided modern amenities like order-by-mail, doorstep delivery and a satisfaction guarantee — long before any of these offerings were en vogue. Seeing an opportunity to reclaim that history of innovation, they turned to design studio Parker for a rebrand, steeped in heritage and craft but with the ambition to chart a new path for the DTC mattress industry.

Ostermoor & Company was founded in 1853 in the bustling Manhattan neighborhood known today as Nolita. At a time when mattresses were made with horsehair or straw, their mattresses were “built not stuffed” by hand, meticulously designed with layers of innovative and comfortable materials that could stand the test of time. Even now, Ostermoor remains the sole manufacturer of its mattresses, eschewing white-labeled production and instead designing and building them at their factory in Massachusetts. “Their commitment to technical and practical innovation provides a higher quality product that utilizes bed toppers and hand-quilted tufting not found in other bed-in-a-box businesses,” explains Parker Founder and Creative Director Tyler Eide. “And they have a rich history – one with the potential to fuel a powerful brand in a market in need of new ideas.”

In building the new brand, Parker worked to maintain Ostermoor’s equity and differentiate it from the existing market. Taking inspiration directly from the company’s original customer-facing literature – featuring drop-caps, ornate typography, illustrations and timeless colors – they looked to give a nod to the past while making something fresh and interesting. This not only resulted in a new brand identity but verbal identity, art direction, photography and content, as well as an all new ecommerce website (created alongside development partner Baggy).

The overall visual direction references Willard Moyer’s The Witchery of Sleep – originally published by Ostermoor in 1903 as a study on the importance and value of sleep and rest. Parker found this inspiration rich with allegory about the phenomenon of sleep and the significance of dreams – lending the brand a subtle mystical quality. For example, the wordmark is a classically refined and enchanting custom serif that features interlocking “O”s and brims with personality. The shapely letterforms are also abstracted and used throughout the visual identity, including in an assortment of graphics used across product packaging and beyond. The monogram, similarly inspired by the ornate filigrees found in The Witchery of Sleep, is a fittingly sleepy flower and brand colors include various earth tones ranging from warm creams and pale greens to rich reds. Ornate frames and a classic drop cap punctuate the overall identity.

Similar to the visuals, Parker also created a verbal identity that balanced the traditional and modern. By updating original brand taglines, their team developed a voice that was engaging, charismatic and charmingly self-assured. “It Must Be an Ostermoor.”, “For the Love of Good Sleep.” and other messaging act as powerful encapsulations of Ostermoor’s brand promise of high quality products and customer satisfaction – one that has helped the brand stand apart for more than a century.

“Modern customers demand brand worlds that authentically reflect their business values – with substantial visual depth and compelling storytelling,” adds Eide. “With Ostermoor, we’ve created a brand that has this in spades – leveraging a unique history that’s perfectly positioned to engage those wary of the current homogeneous and uninspired DTC mattress market. We knew we could hit this nail on the head – and then some – and we’re proud that we’ve been able to help introduce this venerable brand to a new audience.”