QUINTESSENTIAL BEDDING
As Senior Copywriter, I shaped the campaign narrative for Lunya’s first foray into bedding. The core line, Sleep is essential, our bedding is quintessential, became the overarching concept woven into every touchpoint. Think: teaser ads, retail activations, digital campaigns, packaging, emails, press, and paid media. At our in-store teaser event, I created playful fill-in-the-blank cards that captured unfiltered customer reactions, later introduced into our digital teasers. From cryptic pre-launch messaging and tactile retail installations, to launch storytelling, influencer co-promotion, and swatch inserts that drove measurable ROI, I guided the voice from hint hint to full debut. The result gave Lunya instant credibility in a new category, transforming softness into a narrative people could actually feel and take to bed.
key lines
There’s bedding,
then there’s Quintessential.
10 years in the making,
10 seconds to fall asleep.
Quintessential by name.
Essential by nature.
We just broke the soft scale.
social teaser
social launch
launch emails
After weeks of cryptic teasers, this email gave the first full picture of Quintessential Bedding, framing it as the inevitable result of a decade in refining restwear. Opening with a claim that felt both bold and earned, it balanced romance with technical detail so customers walked away with both a feeling and a fact. Equal parts manifesto and product catalog, it let the brand step confidently into a new category.
The Expansion Email
If the first bedding launch was our manifesto, this follow-up was proof of momentum. The goal was simple: show that Quintessential wasn’t just a debut, but a growing ecosystem of sleep essentials. Framed as “good sleep comes in threes,” the email introduced three new players — the Weighted Blanket, the Flipside Pillowcase, and the California King set. Each new product positioned as both luxe and functional. By layering in UGC from the initial launch, the message doubled as validation: not only are people buying into the story, they’re living in it.
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