Shakti Group is a leading conglomerate in the foam and sleep solutions industry, with multiple companies under its umbrella, including Shakti Foams and its sister brand, Safari Mattresses. Despite their strong manufacturing legacy, both brands faced challenges such as low market recall, unclear brand relationships, limited social media presence, and minimal awareness among dealers and customers.
brand architecture
brand identity
brand messaging and tone of voice
Social media marketing
stall and event branding
Website design & development
bottleneck issues
Shakti Group, with its sister brand Safari Mattresses, faced challenges in establishing a cohesive brand presence in the market. Although both brands had strong product quality and decades of manufacturing legacy, they struggled with low recall value, with dealers and customers often unaware that Shakti Foams and Safari Mattresses belonged to the same group. Their brand architecture was fragmented, and visual identities lacked consistency, reducing the overall impact of the brands in a competitive market. Additionally, social media presence was weak, marketing efforts were scattered, and there was limited awareness of the group’s premium offerings, making it difficult to communicate trust, quality, and innovation effectively.
Key pain points
weak digital presence
Perceived as inferior brand by dealers.
inconsistency in brand identity
lack of emotional/corporate brand identity with dealers and distributors
As per the bottlenecks faced by the brand, before our collaboration. These were the stats that they had before the collaboration. Low dealer engagement, lower emotional/cultural value and inconsistency are to name a few.
Brand Recall: 30–35% within Delhi/NCR, dropping to <12% outside the region
Brand Engagement:Digital and dealer engagement rates Around 2%, with limited interaction beyond product specs
Brand Equity Score: Scored around 45/100 on product quality but moderate on differentiation and emotional connect
Breakdown
Shakti Group and its sister brand Safari Mattresses faced fragmented branding and inconsistent messaging across all touchpoints, which limited their ability to leverage decades of trust and product quality. Our approach focused on creating a unified and cohesive brand identity that clearly connected Shakti Foams and Safari Mattresses, strengthening recall and recognition. We implemented a consistent visual and messaging language across digital platforms, dealer communications, interior branding, event and stall designs, and website design, ensuring every interaction reinforced the brand’s authority and reliability. Story-driven campaigns, strategic social media marketing, and immersive dealer and interior experiences helped enhance both emotional and corporate brand equity, building trust, differentiation, and stronger market awareness across customers and partners alike.
research
Through competitor analysis and discovery sessions with the client, we identified that Shakti Group and Safari Mattresses lacked a clear, unified brand identity and consistent messaging across all touchpoints. The research highlighted weak brand recall, low engagement, and the absence of perceived connection between the sister brands, despite decades of legacy and product quality. We concluded that the new identity needed to be authoritative, corporate, and premium, while also conveying the heritage and trust built over years. The brand voice had to be precise, confident, and emotive, reinforcing credibility with both dealers and customers. Additionally, the identity, visual language, and tagline had to reflect legacy, quality, and confidence, ensuring strong differentiation in a competitive market.
Client needs (as per questionnaire)
Brand ARCHETYPE SELECTION
For Safari Mattresses, the Everyman archetype was chosen to reflect the brand’s approachability, reliability, and relatability. As a brand serving everyday customers and dealers, Safari needed to be perceived as trustworthy, accessible, and aligned with real-life needs. This archetype guides the brand’s visual language, tone of voice, and messaging, ensuring that every interaction—from digital presence and dealer communications to store interiors and website design—feels authentic, dependable, and relatable.
Brand feel
Brand strategy
The strategic focus for Shakti Group and its sister brand Safari Mattresses was to establish a cohesive, authoritative, and premium brand presence in a competitive market. With decades of legacy and strong product quality, the brands needed to translate this trust into visible equity, both for customers and dealers. Our approach centered on creating a consistent brand language—from identity and visual design to tone of voice and storytelling—that conveys reliability, heritage, and confidence. By integrating design with strategic messaging, interior branding, dealer communications, event experiences, and digital touchpoints, we aimed to strengthen recall, deepen emotional connection, and elevate overall brand perception, ensuring the group’s legacy becomes a clear differentiator in the market.
targeted points to improve
Brand tagline and messaging
Brand identity and language of design
Brand consistency throughout all touchpoints
Brand equity and emotions
brand architecture
IDENTITY CREATION
We started with a hexagon—a shape found in nature, known for its strength and balance. It symbolizes the brand's solid foundation, integrity, and multifaceted approach to growth and progress. We also introduced afluid curve, a stylized "S" that slices through the form like a current of energy.When fused together, the rigidstructure of the hexagonand themotion of the curvecreated a symbol that was instantly unique, bold, and full of momentum. It’s not just a logo, it’s a reflection of the brand's dual nature: dependable and daring, structured and spirited.
Identity
The visual identity ofShakti Groupdraws strength from its name —Shakti, meaning power — and translates it into a modern, unified visual language. The identity is built aroundmotion, strength, and synergy, capturing the essence of a dynamic group of businesses under one commanding brand.
In the steel manufacturing industry, red symbolizes strength, energy, and safety, reflecting the company's dynamic and robust nature. Grey embodies stability, reliability, and sophistication, highlighting advanced technology and professionalism. White represents purity, precision, and innovation, emphasizing the company's high standards and continuous pursuit of excellence.
primary font
secondary font
Anek Devanagari in its expanded, extra bold style establishes a bold, confident presence rooted in Indian heritage, while Raleway introduces modern minimalism and fluidity. Together, they balance strength with elegance, creating a cohesive identity that reflects both origin and innovation.
tone of voice
Safari Mattresses’ voice is warm, approachable, and trustworthy, reflecting everyday reliability. Messaging emphasizes comfort, quality, and care, making every interaction—digital, in-store, or dealer-facing—feel relatable and dependable.
Social media feed design
Now that the brand identity and messaging is formulated, the first touchpoint which needed the rewamp was the social media account of Safari Mattresses. We revamped it in a way that everything is cohesive, consistent and upto the benchmark.
Collateral design was a key touchpoint for Safari Mattresses, helping the brand communicate consistency, quality, and trust across every interaction. From brochures and business cards to dealer materials, stationery, and diaries, all collaterals were designed to reflect the brand’s approachable, reliable, and premium personality. Each piece reinforced Safari’s visual identity and messaging, ensuring that the brand felt cohesive, professional, and relatable across both customer and dealer touchpoints.
stall design
For Safari Mattresses, dealer and customer meets were key to building brand loyalty and trust. The stalls were designed to be immersive, interactive, and aligned with the brand identity, creating an environment that reflected comfort, quality, and approachability. Every element of the design allowed visitors to experience the brand firsthand, reinforcing both emotional connection and professional credibility.
The 3D mattress visuals for Safari were created to showcase the quality, layers, and craftsmanship of each product in a clear and engaging way. These designs help communicate the premium comfort and durability of the mattresses while reinforcing the brand’s consistent identity and messaging. By visually breaking down each layer, the 3D models provide both dealers and customers with a better understanding of the product, strengthening trust, emotional connection, and brand loyalty across the network.
The Safari Mattresses website was designed to reflect the brand’s approachable, reliable, and premium personality. Emphasis was placed on clean layouts, intuitive navigation, and immersive product visuals, including 3D mattress layers, to showcase quality and comfort. The design combines modern aesthetics with consistent brand messaging, ensuring customers and dealers instantly recognize Safari’s identity. Every element—from typography and color palette to imagery and content—reinforces trust, comfort, and brand recall, creating a cohesive digital experience that complements the offline brand presence.
Breakdown
Following the brand revamp, Safari Mattresses experienced a significant uplift in brand perception, dealer loyalty, and customer engagement. Consistent messaging, cohesive visual identity, and immersive experiences across digital, collaterals, and events strengthened the emotional connection with both dealers and customers
Increase in social media engagement
Growth in dealer and customer loyalty
"Working with Hypace Studios completely transformed how our brand is perceived. From cohesive visual identity to engaging collaterals and a modern digital presence, every aspect now reflects the trust and comfort that Safari Mattresses stands for. Our dealers and customers not only recognize the brand better, but they also feel more connected to it. The results speak for themselves — stronger loyalty, higher engagement, and a clear, consistent brand voice."
Safari Mattresses
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Social Media Revamp