How to make Lutec the core driver of a one-brand policy for B2B and B2C in Europe?
Lutec, one of Yaohualux lighting brands for the European market, was selected to be the core driver of a one-brand policy that in the future makes a strong and relevant connection to the consumer as well as professional market.
In this project, The Young provided continuous custodianship of the brand together with a custom made team of product developers, graphic designers, visualizers and copywriters.
First of all, a comparison between internal and external brand context was made based on expert interviews with all team members, trend and competitor studies, shop visits and consumer research in Lutec’s core markets France and Germany. Based on this research, a capability and opportunity assessment could be made along with a design brief consisting of the brand’s vision, mission, consumer segmentation and identification of brand promise opportunities.
Together with the creative team, The Young developed 3 creative brand manifest concepts according to brief in a 2 days pressure cooker creative session.
3 very distinctive brand promises, taglines, personalities, styles (examples logo, tone of voice, graphical style, photography, sketches) and architecture were developed.
Based on the chosen concept, a brandbook is designed and presented to all partners at the Light & Building Fair. Next to the chosen brand strategy, brand concepts for advertising, packaging, in-store displays and implementation guidelines are delivered.
Photography brandbook: Bob van der Vlist