• David Perry

McRoskey introduces new brand identity

A new ad campaign touts the lengths that McRoskey customers will go to sleep on their McRoskey mattresses.A new ad campaign touts the lengths that McRoskey customers will go to sleep on their McRoskey mattresses.
SAN FRANCISCO - McRoskey Mattress Co. has sewn a new brand identity, one that echoes the labels that are stitched onto every one of the company's hand-made mattresses.

The family-run company, which was established in 1899 and was one of few mattress makers in the city to survive the great earthquake of 1906, is celebrating its 114th birthday this year.

Company officials thought that would be a good time to refresh their brand, and they recently unveiled a new logo, website and ad campaign to tell their hand-crafted story, one that is increasingly rare in the mattress industry these days.

"Our customers have always known that McRoskey mattresses are incredibly comfortable," said President Robin McRoskey Azevedo, the third generation of McRoskeys to run the company. "What they might not know is that they are made by hand, made right here, and some people will go to extraordinary lengths to sleep on theirs every night."

The new ads, a combination of hand-drawn illustrations and photography, show just how far those customers might go. In one ad, a mountain climber hikes up a peak, while a Sherpa-like guide behind him carries the hiker's McRoskey. In another, guests arriving at a posh hotel are accompanied by a McRoskey-toting bellhop. (Company officials said that wouldn't be the case at four Bay-area hotels that have McRoskey mattresses in every room.)

"There's a whimsical quality to the ads," said Carolyn Goodman, president and creative director of San Rafael, Calif.-based Goodman Marketing Partners, the agency that conceived the rebranding effort. "They'll hopefully inspire a knowing smile as they reinforce the fact that people are just absolutely attached to their McRoskey.

That's why they buy them again and again, and why families have one generation after another still buying McRoskeys."

The company's hand-crafted heritage is evoked in its new logo, an image of the label that's stitched on every McRoskey Mattress. The "sewn-on" emblem, complete with grommets, bears the elliptical company logo, along with the words "Made in San Francisco, U.S.A."

"We're exceptionally proud to be a part of the fabric of this city," said McRoskey Azevedo.

The new website at www.McRoskey.com is cleaner and easier for visitors to navigate, letting them quickly find more information on comfort options and on how a McRoskey is made. McRoskey.com also incorporates new imagery that reinforces the message of comfort while asserting that although it is over a century old, McRoskey is not an old-fashioned company, officials said.

McRoskey has showrooms in San Francisco and Palo Alto, Calif.

The company emphasizes two-sided tufted innerspring mattresses cushioned with cotton, polyester, wool and natural rubber latex, and supported by heavy duty steel coil box springs.

David PerryDavid Perry | Executive Editor, Furniture Today

Hi, online readers. I'm David Perry, executive editor of Furniture/Today, and the writer on the mattress beat. Get my musings on mattresses on our web site and on my Twitter feed. And let me know what you would like me to write about in the wonderful world of mattresses.

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