Duroflex Limited, one of India’s leading sleep and comfort solution brands, has unveiled its refreshed brand identity and new positioning, ‘Designed to De-Stress’, marking a significant evolution in its purpose and visual identity. With over six decades of expertise in sleep innovation, the brand is now redefining its role – from a provider of orthopedic support to a partner in managing the physical and emotional toll of modern-day stress.
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The repositioning stems from extensive consumer research that revealed stress has become an everyday challenge for millions of Indians, manifesting in fatigue, restlessness, and poor productivity. Duroflex aims to address this growing concern by focusing on deep, restorative sleep as the true antidote to stress – moving beyond traditional notions of comfort and cushioning.
The brand’s new logo and color palette draw inspiration from the idea of a “stress-free reset.” Retaining its iconic red but in a brighter, more uplifting tone, the refreshed identity symbolizes vitality, flexibility, and rejuvenation – reflecting Duroflex’s commitment to holistic well-being through design, comfort, and innovation.
Sridhar Balakrishnan, CEO, Duroflex Group, said, “Stress has become the defining challenge of modern life. Our new positioning offers a genuine solution – moving from being a sleep-first company to a comfort partner.”
Ullas Vijay, CMO, Duroflex Group, added, “While we can’t remove stress, we can help people recover from it through better sleep. ‘Designed to De-Stress’ embodies that promise.”
