Duroflex has unveiled its new brand identity and positioning-‘Designed to De-Stress’– marking a new phase in the brand’s evolution as a comfort and wellbeing partner. With over six decades of expertise in sleep innovation, the company has introduced a modern visual identity and refreshed logo that reflect its commitment to addressing the growing issue of everyday stress.
The repositioning has been based on extensive consumer research that has revealed how stress has become a daily concern for millions of Indians. It has been seen that stress often manifests in physical symptoms such as fatigue, tension, and restlessness, directly affecting wellness and productivity. Duroflex has aimed to address this concern by shifting focus from product features to holistic stress recovery through deep, restorative sleep.
The brand has introduced a new logo and color palette inspired by the concept of a “stress-free reset.” The visual language has been designed to evoke calm, flexibility, and renewal, while the brighter red tone continues to anchor Duroflex’s heritage, symbolising vitality and optimism. The identity has reflected the brand’s intent to create an experience that helps consumers restore balance both physically and mentally.
The new positioning has been rolled out with a brand film.
“For over six decades, Duroflex has been at the forefront of sleep innovation in India. This repositioning marks our next phase of consumer first thinking. We recognised that the conversation around sleep needed to change fundamentally. Stress is no longer something people experience occasionally, it has become the defining challenge of modern life. Our new positioning acknowledges this reality and offers a genuine solution. We are moving from being a sleep-first mattress company to becoming a comfort partner. Every product we design, every innovation we pursue, is now guided by a single purpose ‘Designed to De-stress’,” said Sridhar Balakrishnan, Chief Executive Officer, Duroflex Group.
“The mattress category has been obsessed with talking about foam layers and fabrics while consumers are dealing with sleepless nights and fatigue caused by stress. We live in a time where stress has become part of our everyday lives. While we cannot always change what causes it, we can definitely change how we deal with it, and one of the most powerful ways is through deep, restorative sleep. ‘Designed to De-Stress’ is our commitment to building products that work on what stress does to your body. This positioning is a fundamental shift in how we think about our role in people’s lives and gives our consumers a clear, compelling reason to choose Duroflex,” said Ullas Vijay, Chief Marketing Officer, Duroflex Group.
