Brand Tone

Customer-centric and Caring, Aspirational yet Accessible, Confident and Quality-focused, Trustworthy and Established

Brand Values

• •Comfort
• •Quality
• •Affordability/Value
• •Accessibility
• •Customer Satisfaction
• •Innovation

Best Practices

• •Always Prioritize the Customer's Perspective: Frame benefits around how they improve the customer's life (e.g., "better sleep," "enhanced comfort," "affordable quality").
• •Emphasize Value, Not Just Price: While affordability is key, always tie it back to the quality and comfort received for the price. Avoid sounding "cheap"; instead, focus on "great value."
• •Use Warm, Empathetic Language: Words like "care," "deserve," "well-being," "peaceful," and "rejuvenating" help create an emotional connection.
• •Maintain a Confident but Humble Voice: Be proud of the quality and history, but always bring it back to serving the customer's needs.
• •Ensure Visuals Align with the Tone: Use images and videos that depict comfort, relaxation, happy families, and restful environments to reinforce the caring and quality-focused messaging.

Social Perception

As a Provider of Good Value, Focused on Sleep and Well-being, A National Brand, Reliable and Trustworthy

Copy Examples

• •Headline: Don't Just Dream of Better Sleep. Live It. Body: At iFoam, we believe every Pakistani deserves the deep, rejuvenating sleep that fuels a happy life. Discover our range of high-quality mattresses, crafted with care and priced for you. Because your comfort isn't a luxury, it's our promise.
• •Headline: Quality Sleep Shouldn't Cost a Fortune. Body: Since 1980, iFoam has been dedicated to bringing premium comfort to homes across Pakistan without the premium price tag. Experience the iFoam difference – superior materials, innovative design, and a price that lets you rest easy.
• •Headline: Your Sanctuary of Comfort Awaits. Body: Transform your bedroom into a haven of tranquility with iFoam. Our meticulously crafted mattresses and pillows are designed to provide unparalleled support and plush comfort, night after night. Invest in your well-being. Invest in iFoam.
• •Headline: The Secret to a Brighter Tomorrow? A Better Night Today. Body: Wake up refreshed, energized, and ready to embrace the day. iFoam’s advanced sleep systems are engineered for optimal support and comfort, ensuring you get the quality rest your body and mind need. Sleep soundly, live fully.
• •Headline: Generations of Trust, Generations of Comfort. Body: As part of the Al-Khair Group, iFoam has been a trusted name in Pakistani homes for decades. We combine years of expertise with cutting-edge technology to bring you mattresses that promise lasting comfort and exceptional value. Join the millions who sleep better with iFoam.