Brand Tone

Reassuring and traditional, professional yet accessible, dependable.

Brand Values

• •Comfort and Quality
• •Heritage and Trust
• •Value and Affordability
• •Customer Satisfaction
• •Health and Wellness

Best Practices

• •Emphasize Heritage and Trust: Always integrate the brand's long history ("since 1980") and its Pakistani roots in your copy. This is a key differentiator and builds credibility.
• •Focus on "Comfort" and "Quality": These words should be central to your messaging. Use descriptive language that evokes feelings of restfulness, support, and relaxation.
• •Maintain a Reassuring and Professional Voice: Avoid overly casual slang or hype. The tone should be confident, knowledgeable, and focused on the customer's well-being and satisfaction.
• •Highlight Value and Accessibility: While promoting quality, always connect it to the value proposition. Make it clear that this level of comfort is attainable and a smart investment.
• •Be Customer-Centric in All Communications: Frame your copy around solving customer problems (e.g., back pain, restless nights) and fulfilling their needs for a comfortable home life. Back up claims with tangible benefits like warranties and sleep trials.

Social Perception

Largely positive, centering on product satisfaction, value for money, and reliability due to its long history. Seen as a local, dependable option in the Pakistani market, with active social media engagement managing overall perception.

Copy Examples

• •End Your Day on a Cloud. For over 40 years, iFoam® has been the secret to a good night's sleep for millions of Pakistanis. Our signature mattresses are engineered for deep comfort and lasting quality. Experience the tradition of trust. Experience iFoam®.
• •The Support Your Back has been Aching For. Don't let back pain dictate your days. The iFoam® Care orthopedic mattress, designed with German expertise, provides targeted support to align your spine and relieve pressure points. Invest in your well-being and wake up refreshed.
• •Luxury Sleep That’s Light on Your Wallet. Experience the plush comfort of a premium mattress without the premium price tag. At iFoam®, we believe everyone deserves a restful night. That's why we deliver superior quality and comfort at a price that lets you sleep easy.
• •A Mattress for Every Member of the Family. From the soft embrace of our foam mattresses to the firm support of our orthopedic range, there’s an iFoam® for everyone. Join the generations of families across Pakistan who trust us for their comfort. Find your perfect match today.
• •180 Nights to Fall in Love with Your Mattress. We’re confident you’ll love the iFoam® difference. That’s why we give you 180 nights to try it in the comfort of your own home. Plus, with a 15-year warranty, your peace of mind is guaranteed.