Branding Copy is a sister site of When it was launched, I pitched the idea of creating a different type of brand identity to distinguish it from the other brands in the US-Mattress portfolio. I pitched this idea because I believe that buying linens is unnecessarily boring. This seems like a paradox because, whether we're buying bath towels, a table cloth, or bed sheets, we're going to use the product a lot. And we should enjoy shopping for something we're going to use a lot. As such, I believed that the brand identity for should be disruptive and comedic. I proposed that we create cartoon characters and use them throughout the site. The characters would represent people in various walks of life, and the cartoon captions would add a little humor to the buying process.