Hugo SLeep

Built with Shopify Plus

The Challenge

HUGO is a Melbourne-based company that makes mattresses for a target market of urban, young professionals. But shopping for a mattress online is a new concept, with a few barriers to purchasing online. Consumers want to feel like they can trust a brand for their authority, credibility, and product quality. Our challenge was to make shopping for a bed fun and easy, and focus on the benefits without providing an intimate in-store experience that generally accompanies shopping for beds.

With an expensive, technically complicated ecommerce platform that wasn’t conveying the strength of their brand, their business goals were yet to be realised. On top of that, HUGO had no control over their website content.

Their knowledge of Shopify and how that would complement our business needs was impressive.

TIm Boyd - Founder of Hugo Sleep

Our Approach

Everything had to be simplified, user-friendly, relatable and reliable – from design, to technical components, and everything in between.

Enter the faces of Flux, ready to migrate HUGO to the best ecommerce platform – Shopify Plus. Hugo already had a friendly, unique 3rd person brand character that addressed customers on an intimate, conversational level. We needed to convey this colloquial tone in the design and UX of the new website in order to create a cohesive brand experience. Their existing imagery exuded confidence and a clear emotional reward, so their new website required a functionality that mirrored this aesthetic with a seamless experience.

The Outcome

Customers just want a good night’s sleep, and Hugo’s new website clearly communities their mattresses features and benefits, without getting bogged down in technical details. Incorporating their large, iconic lifestyle photography to showcase the mattresses was key, allowing website visitors to imagine what owning a great mattress looks like. The clean, updated system uses calming blues and animated, navigational cues, to communicate ease-of-use.

Functionality wise, HUGO are now able to control all content themselves, keeping the site feeling fresh with capability to change product specs as they need.


Consumers love everything on demand, and they need answers to their pressing questions STAT. Drift was the perfect instant chat integration, allowing HUGO the chance to instantly help website visitors, and turn them into customers.

Social sharing was handled by Get Site control, which offers easily customised social network sharing and linking on all facts of the site.