Duroflex unveils new brand identity and positioning: ‘Designed to De-Stress’

Duroflex Limited, one of India’s leading sleep and comfort solutions brands, has announced a major brand transformation with the unveiling of its new identity and positioning — ‘Designed to De-Stress’. The repositioning marks a strategic shift in how Duroflex defines comfort, wellbeing, and recovery in the context of modern living. 

With over six decades of expertise in sleep innovation, the brand’s evolution embraces a contemporary, future-ready approach reflected through a refreshed logo and visual language. “With this, Duroflex aims to redefine its role in consumers’ lives, elevating from a provider of expert orthopedic support to a proactive partner in managing the physical and emotional effects of modern-day stress,” shares the company. 

The new positioning is rooted in extensive consumer research which revealed that stress, once an occasional concern, has now become a daily struggle for millions of Indians. Duroflex’s study found that stress often manifests physically — through muscle tension, fatigue, and restlessness — affecting productivity and overall wellness. While much of the mattress industry continues to focus on incremental comfort improvements, Duroflex aims to address the underlying issue by positioning restorative sleep as the true antidote to stress. 

The refreshed brand identity introduces a new logo and colour palette inspired by the idea of a “stress-free, motivating reset.” The design reflects movement, ease, and rejuvenation — capturing the brand’s renewed focus on calm and balance. Red, an integral part of the brand’s legacy, has been reimagined with a brighter tone to convey vitality and optimism. “Each design element reflects Duroflex’s commitment to creating a complete sensory experience that helps consumers feel restored, both physically and mentally,” says the company. 

Sridhar Balakrishnan, Chief Executive Officer, Duroflex Group, said, “For over six decades, Duroflex has been at the forefront of sleep innovation in India. This repositioning marks our next phase of consumer first thinking. We recognized that the conversation around sleep needed to change fundamentally. Stress is no longer something people experience occasionally, it has become the defining challenge of modern life. Our new positioning acknowledges this reality and offers a genuine solution. We are moving from being a sleep-first mattress company to becoming a comfort partner. Every product we design, every innovation we pursue, is now guided by a single purpose ‘Designed to De-stress’.” 

Adding to this, Ullas Vijay, Chief Marketing Officer, Duroflex Group, said, “The mattress category has been obsessed with talking about foam layers and fabrics while consumers are dealing with sleepless nights and fatigue caused by stress. We live in a time where stress has become part of our everyday lives. While we cannot always change what causes it, we can definitely change how we deal with it, and one of the most powerful ways is through deep, restorative sleep. ‘Designed to De-Stress’ is our commitment to building products that work on what stress does to your body. This positioning is a fundamental shift in how we think about our role in people’s lives and gives our consumers a clear, compelling reason to choose Duroflex.” 

The new ‘Designed to De-Stress’ identity will be rolled out across all consumer touchpoints in the coming months, reinforcing Duroflex’s renewed promise to help India sleep and live better.