QUINTESSENTIAL BEDDING

As Senior Copywriter, I shaped the campaign narrative for Lunya’s first bedding launch. The core line, Sleep is essential, our bedding is quintessential, became the thread through every touchpoint: teaser ads, retail activations, packaging, digital, and press. From cryptic pre-launch messaging to tactile retail installs and influencer driven storytelling, I guided the voice from tease to debut, giving Lunya instant credibility in a new category, while turning softness into something people could actually feel.

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.