Development of a new lifestyle LED range

Osram – once upon a time the authority for lighting. Despite its nearly iconic brand status with high awareness, the brand was almost entirely associated with traditional and low-energy light bulbs.

The role of the innovation leader, on the other hand, was rarely ever addressed. Our task was to change this by expanding the brand perception.

We formulated product concepts designed to attract a younger target group in particular, established the brand perception ‘innovative manufacturer of modern lighting technologies’ and tapped into the extensive potential of younger target groups.

We also developed a range of practical and fascinating LED lighting concepts and fully implemented them, from industry design (product development and design), packaging design and branding (name and logo design) to development of branding techniques and communication (identity, positioning approach and role in the brand portfolio).