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FLORANCE MATTRESS . Product & Brand Designer — Freelance / Contract | Bareilly, UP (Remote Accepted)

POSITION DETAILS

Position: Product & Brand Designer Engagement: Freelance / Contract — Full Scope Project Duration: Phase 1 2: 150 days. Ongoing retainer possible thereafter. Location: Remote — with visits to Bareilly, UP as required Reporting To: Shivang Goel — Director, Florance Mattress Co. Compensation: Based on scope — discussed on application Apply To: [email protected] Subject Line: Product Designer — Florance

ABOUT FLORANCE.

Florance. is a current luxury sleep brand being launched by Ashoka Foam Group — a 47-year-old foam manufacturing business headquartered in Bareilly, Uttar Pradesh, with six manufacturing units, over five lakh square feet of production space, and a wholesale and dealer network of 5,000 partners across India.

Florance is being built from the ground up as a premium-to-luxury mattress brand with 7 confirmed products across three tiers — Entry, Mid-Range, and Premium-Flagship. The product construction, internal layer specifications, proprietary material naming system, product stories, taglines, and brand ideology are all defined and documented. We are now looking for a serious design partner to translate this foundation into a complete visual design system.

This is not a brief for a logo. This is a brief for a complete brand design ecosystem — from the fabric on the mattress to the showroom the customer walks into.

ROLE OVERVIEW The Product & Brand Designer will take full creative ownership of the Florance brand design system. Working directly with the founder, the designer will build every visual touchpoint the brand requires — from the outer fabric and quilting of each mattress, to the packaging, catalog, website, social media, and showroom experience.

This role requires a designer who thinks in systems, not single deliverables. The Florance range has 7 products at launch with 3 more to be introduced. Every design decision must work across the full range, at manufacturing scale, and across retail, wholesale, digital, and hospitality channels simultaneously.

SCOPE OF WORK

Phase 1 — Product Design & Development (90 days)

Design Strategy & Discovery

- Brand vision, business objectives and target audience immersion
- Competitive review — Indian and international mattress market
- Product portfolio architecture and visual hierarchy definition
- Material, colour, and visual direction — moodboards and territories
- Overarching design language establishment for all subsequent phases

Product Visual Design
- Outer fabric direction and colour combinations per product — 7 products, 3 tiers
- Quilting patterns, textures, piping and material combinations per tier
- Border tape, side panel and cover construction design for all 7 mattresses
- Cover construction integrated with confirmed internal layer specifications




- Colour palettes and fabric colourways per product tier
- Visual differentiation across Entry, Mid-Range, and Premium-Flagship tiers

3D Modelling & Renders
- 3D modelling for all 7 mattress products
- Studio render — front 3/4 angle, white or neutral background
- Side profile render showing full product height and construction
- Cross-section render showing internal layers with Florance proprietary material labels
- Exploded layer diagram render for catalog and marketing use
- Lifestyle render per product — bedroom environment, aspirational art direction

Product Accessories Design
- Sample zipper cover — 24x24 inches, showroom-grade, navy base, premium finish
- Mattress runners — Single (18x45"), Queen (20x75"), King (22x88")
- Product display stands for showroom sample presentation
- Complete sample presentation system for a 50,000 sq ft showroom floor

Packaging Design
- 3-tier outer polythene packaging — Tier 1 (Entry), Tier 2 (Mid), Tier 3 (Premium)
- Hang tags — front product name, reverse key benefits
- Care label — legal compliance text, wash and care instructions
- Woven brand label — stitched to mattress side border
- Top surface sticker / heat seal label — product name, firmness, thickness
- Welcome card — Tier 3 products only
- Warranty card — design and layout

Catalog Design
- Product catalog — minimum 24 pages, A4, portrait
- Print-ready version — CMYK, 300 DPI minimum, 3mm bleed, fonts outlined
- Compressed digital version — under 5MB for WhatsApp and website download

Phase 2 — Brand & Communication Design (60 days)

- Logo and wordmark — complete visual identity system
- Brand typography, colour system, graphic language
- Brand guidelines document — the complete rulebook for all applications
- Packaging design system across all 3 tiers
- Product labels, tags, cards and supporting product communication
- Product diagrams, technical illustrations, icons and infographics
- Website UX/UI design — desktop and mobile — including product page template
- Landing page and launch campaign communication design
- Social media visual system — Instagram feed, Stories, Reels covers, WhatsApp broadcast
- Launch campaign art direction
- Photography and video production art direction
- Dealer kit — dealer catalog, product information sheet per product, price list layout, dealer welcome kit

Phase 3 — Spatial & Brand Experience (per engagement)

- Showroom design direction — 50,000 sq ft, Bareilly, Uttar Pradesh
- Product display strategy, zoning, and visitor journey
- Environmental graphics, signage and wayfinding




- Exhibition and trade show design — concept, narrative, spatial planning
- Takeaway collaterals — brochures, product cards, e-invites

WHAT IS ALREADY DEFINED — YOU WILL NOT START FROM ZERO The designer selected will receive the following on Day 1:

- Complete product specifications for all 7 products — internal layer structure, thicknesses, foam densities, spring specifications
- Florance proprietary material naming system — 9 confirmed proprietary names including Comforta Foam, Resilora Foam, ViscoCloud Foam, EnduroBond Foam, Gaia Latex, AeroNest Foam, SilentCoil Spring, SilentCoil Micro Spring
- Confirmed cover and quilting construction per product
- Brand tagline — "Deep Sleep. Crafted in India."
- Product taglines confirmed for all 7 products
- Product stories and USP descriptions per product — written and ready
- Brand story, brand promise, and brand language guide — written and ready
- Warranty terms per product — confirmed
- Size matrix — Single, Double, Queen, King, 75-inch variants, custom
- Packaging dimensions confirmed
- Brand colours — Navy #1B2A4A, Red #CC1F1F, White #FFFFFF

REQUIREMENTS

Essential

- Minimum 3 to 5 years of experience in product and brand design
- Portfolio demonstrating work in premium consumer products — furniture, lifestyle, home, hospitality or luxury goods
- Strong 3D modelling and product rendering capability
- Experience designing across print, packaging, digital and physical environments
- Understanding of how design translates to manufacturing at volume
- Ability to manage and deliver a full brand design system across multiple products
- Strong communication and direct client management

Preferred
- Experience with mattress, bedding, or textile product design
- Spatial design capability — showroom, exhibition, or retail experience design
- Familiarity with Indian retail and wholesale market context
- Based in India — remote collaboration accepted

WHAT WE OFFER

- Full creative ownership of a new premium brand being built from scratch
- Direct working relationship with the founder — decisions made quickly, no layers of approval
- Complete product and brand foundation already in place — you design, the brief is ready
- Long-term engagement — potential ongoing retainer after Phase 1 and 2 completion
- Work that is manufactured, launched, and visible in the Indian market at scale
- Future scope — 3 additional products and a second brand under the group

HOW TO APPLY

Send the following to [email protected]

- Your portfolio — with specific projects demonstrating premium product or brand design experience
- A brief note — 3 to 5 lines — on why you are the right fit for this brief
- Subject line: Product Designer — Florance

Applications without a portfolio will not be reviewed.

Pay: ₹19,410.08 - ₹113,852.75 per month

Work Location: In person

📌 Director (Bareilly)
🏢 Florance
📍 Bareilly