10/07/2026 With FourZed, Adam Matheis GmbH & Co. KG is launching a new brand that sees sleep not as a passive period of rest, but as a source of energy, inspiration and personal growth. KMS TEAM developed the positioning, brand strategy, name, claim and new corporate design.

Good sleep is about more than simply not being awake. It is the moment when we relinquish control, and that is precisely where its unique power lies. FourZed deliberately takes a counterpoint to the constant pressure to optimise every aspect of our lives: not everything that happens at night can be measured, planned or controlled. Dreams follow their own logic, intuition needs space, and it is precisely the intangible that can unleash its full potential.

This attitude forms the foundation of the new FourZed brand. It combines more than seven decades of expertise from the family-run company based in Baden-Württemberg – which also includes schlafgut, the inventor of the fitted sheet – with a new understanding of sleep. »If FourZed can play even a small part in helping us give sleep and dreaming the importance they deserve again, then we will have created more than just a successful brand. And that is exactly what I am looking forward to,« says Max Mödinger, CEO of schlafgut.

Dream Bright
FourZed sees itself as »Sleep Architects« with a clear mission: to enable better sleep. Because the night shapes the day. And so the brand’s central idea is »Dream Bright«.

As a »Magician«, FourZed transforms sleep from a routine into an experience. The brand takes care of the entire tangible world of sleep – from sleep lamps and pyjamas to beds, mattresses and bed linen – creating the framework for everything that cannot be grasped: dreams, regeneration and inspiration.

Dive in. Come up.
This idea is reflected in the new corporate design. »Our central design concept ›Dive in – Come up‹ translates the feeling of transition that characterises sleep and dreams into a distinctive visual world. Forms and objects can appear and then fade away again, colours flow into one another, and boundaries dissolve. Gradients become a central design element, creating a visual atmosphere between clarity and ambiguity, between reality and dreams,« explains Alexander Geh, Design Director at KMS TEAM.

fourzed.com

A universe for sleep
FourZed does not see itself as a provider of individual products, but as a brand creating an entire universe around the night. Its ambition is to shape a future in which sleep and dreams are no longer seen as a necessary pause, but as an essential part of a fulfilled life. The 10pm Club, founded by FourZed, brings together a community of customers, ambassadors, employees and fans who share and carry this philosophy forward.

The brand identity developed by KMS TEAM brings this vision to life and gives FourZed a distinctive identity for the international market – at the intersection of scientific expertise, sensual design and the magic of the night.