Huggah
Client:
Smart Materials
Project Date:
2025
We partnered with Smart Materials to name, brand, and launch Huggah, a bold new player in the mattress industry built with the world’s first recyclable, high-performance foam.
The Brief
Launch a bold new brand for a high-performance, recyclable foam mattress startup. The goal was to disrupt the market and position Smart Materials as a serious contender with a game-changing story to tell.
The Work
Smart Materials came to us with a clear ambition: to turn a breakthrough foam into a one-of-a-kind mattress. Their journey had started in a very different place - testing protective foam for helmets, body armour, and other impact-heavy uses - but after working closely with manufacturers, they saw the bigger opportunity in sleep. That pivot is what sparked Huggah.
Mattresses are notoriously hard to recycle. Built from layers of mixed materials, only around 20 percent of traditional mattresses are actually recycled; the rest end up in landfill. Huggah offers a smarter way forward. Made from a single, high-performance foam, it lasts longer, simplifies recycling, and keeps its comfort over time. And unlike memory foam (where density and colour shifts are standard) this material brings something genuinely new to the market.
Our role was to bring this innovation to life. The technical proof and production capability were already there; so what they needed was a brand that felt credible and comfortable. Serious enough to earn trust, but effortless and design-aware enough to connect with its audience.
We began with the name: Huggah. Soft but strong. Inspired by the word “hug,” it’s built to evoke care, comfort, love, and safety - the feelings at the heart of the product, instantly linked to warmth and affection. The playful spelling makes it distinctive while staying effortless to pronounce and remember, giving the brand a modern, inviting feel from the very first glance.
From there, we built an identity that communicates ease, calm, and quiet confidence. A soft, modern palette sets the mood, while the refined logo balances contemporary appeal with long-term trust. We steered clear of clichéd sleep imagery. Instead of stars or sheep, we focused on shape and structure, letting the material and its benefits speak for themselves.
Our approach to UX and UI followed the same logic. The website is clean and intuitive, designed to reflect the clarity and innovation of the product itself.
And while teams around the world have been trying to crack a foam like this for mattresses, it was a team in Malta that made it a reality - and we’re super proud to have helped shape the brand that brings their breakthrough to the world!
The results
