Visual identity, concept of brand communication, brand book, package design
BRIGHT SOLUTION BREAKS DOWN STEREOTYPES
The Russian company called ESCO New Light decided to emerge on the market with a new brand of energy-saving lamps. Jointly with Mildberry the company formulated its main task: break away from stereotypes commonly-accepted in the energy-saving lamp segment based on describing the product’s technological accomplishments and hard-to-understand characteristics while also developing a categorically new form of communication which will allow consumers to understand the value of such innovations.
Mildberry designers translated the language of technologies into the language of emotions—a language explaining the clear advantages for the consumer. Emotional, bright and friendly communication not bogged down in technical details was created and it stuck out relative to its competitors. A small revolution occurred on the energy-saving lamps market: New Light became the first brand directly addressing the consumer.