GEOSON
Mattress Aggregator - Bangalore
April'25 - May’25
Geoson is a trusted mattress aggregator that simplifies the buying experience for customers who often feel lost in a crowded and confusing market. The brand began in Bangalore in 1977 with humble roots in rubber tyres and cushions, before naturally evolving into one of the city’s first dedicated mattress stores. Today, Geoson continues to stand out as one of India’s top mattress dealers, known for its credibility, consistency, and quiet commitment to helping people sleep better.
BRAND & IDENTITY | STRATEGY | CUSTOMER EXPERIENCE
Geoson needed a brand strategy that would cut through industry jargon and endless options, positioning them not just as a retailer but as a knowledgeable guide. Our task was to unify the brand’s voice, identity, and customer journey so that every touchpoint reflected clarity, trust, and comfort.
It is positioned as a guide that helps customers stop guessing and start sleeping better. It is not just a store, but a trusted partner that provides clarity and comfort through expert curation and personalized service.
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Target Audience: Customers between 25-40 years, primarily urban professionals and young families. Their biggest challenge is navigating the overload of mattress options, technical terms, and online reviews. The highest potential lies in customers who are overwhelmed but motivated to find the right solution.
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Brand Personality: Trustworthy, approachable, informative, and patient. Geoson acts like a knowledgeable store guide rather than a pushy salesperson. The personality is designed to build trust, reduce confusion, and encourage confident decision making.
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Tone of Voice: Conversational, clear, and empathetic. We kept the tone warm but professional, helping customers feel understood and supported while avoiding technical overload. For example, "Let us help you sleep better" instead of "optimized pressure relief.
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Content Strategy: Focused on solving real customer pain points by simplifying mattress jargon, offering honest comparisons, and reassuring customers through testimonials, stories, and educational posts. Social media messaging leans empathetic and relatable, while in-store and print remain direct and clear.
Structured into three key stages:
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Discovery: Reassure and guide customers who feel overwhelmed by choice, focusing on clarity and education.
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Decision: Simplify comparisons and highlight trustworthy recommendations through Geoson Fit and Geoson Studio.
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Commitment and Care: Strengthen trust post-purchase with Geoson Care, offering warranties, exchanges, and ongoing support.
Introduced four service tiers for clarity and customer engagement:
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Geoson Fit: The personalized mattress recommendation system (based on body type, sleep habits, issues).
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Geoson Care: Post-purchase care, warranty help, exchange support, trial guidance.
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Geoson Studio: In-store consultation experience, where customers interact with the curated range.
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Geoson Picks: Curated seasonal or value-specific mattress collections.
Geoson now speaks with clarity and care at every stage of the customer journey, turning confusion into trust. The brand makes mattress shopping simple, reassuring, and focused on real comfort.