Ledlenser — Strong brand characteristics cross-media

The consistent look of the packaging is only one component of the new brand identity. From the very beginning, the development process at KW43 Branddesign was geared to support the Ledlenser brand across all media, with a focus on digital.

All application elements were selected for their digital and mobile functionality. The light beam as a key visual is particularly impressive online: in digital media it can be switched on at the push of a button and illuminates the screen - and the viewer - because it is the beam that makes the respective product information visible. In addition, all texts were optimised for high readability on all mobile devices.

The new design for Ledlenser was also able to impress the jury of the »German Brand Award«, which has awarded Ledlenser the title »Digital Brand of the Year«, due to its outstanding design.

Ledlenser — Strong brand characteristics cross-media

The consistent look of the packaging is only one component of the new brand identity. From the very beginning, the development process at KW43 Branddesign was geared to support the Ledlenser brand across all media, with a focus on digital.

All application elements were selected for their digital and mobile functionality. The light beam as a key visual is particularly impressive online: in digital media it can be switched on at the push of a button and illuminates the screen - and the viewer - because it is the beam that makes the respective product information visible. In addition, all texts were optimised for high readability on all mobile devices.

The new design for Ledlenser was also able to impress the jury of the "German Brand Award", which has awarded Ledlenser the title "Digital Brand of the Year", due to its outstanding design.

The Task
Ledlenser is one of the world's leading manufacturers of LED torches and headlamps. A high-quality, consistent packaging design with a strong presence was is to be developed for the company.

The existing packaging and product displays lacked uniformity and visibility. In addition, the quality of the packaging did not do justice to Ledlenser's premium products, as they could not distinguish themselves sufficiently from manufacturers of lower-priced products.

These challenges, and the question of how the high quality of the premium brand Ledlenser should also be reflected in the design, were addressed by the corporate identity and corporate design experts of the GREY Group.

The Task
Ledlenser is one of the world's leading manufacturers of LED torches and headlamps. A high-quality, consistent packaging design with a strong presence was is to be developed for the company.

The existing packaging and product displays lacked uniformity and visibility. In addition, the quality of the packaging did not do justice to Ledlenser's premium products, as they could not distinguish themselves sufficiently from manufacturers of lower-priced products.

These challenges, and the question of how the high quality of the premium brand Ledlenser should also be reflected in the design, were addressed by the corporate identity and corporate design experts of the GREY Group.

Services: Corporate Design, Icon Design, Interactive Design, Package Design

The Solution
KW43 realised that the brand needed a new look where it is on display to shoppers and where the final purchase decision is made; at point-of-sale. Therefore, as a first step, the packaging concept was revised, and the many different visualisations were reduced down to the central elements and standardised. The brand value and the structured approach were subsequently derived from this.

In order to emphasise the brand's performance, the new design lives from an idea that is also the product benefit: the wow effect when the darkest night turns into the brightest day at the push of a button – shown as a stylised beam of light that transforms 100 % black into 100 % white.

The Result
Maximum attention at the point of sale due to great visibility even with standard hanging. In addition, the new packaging design strongly emphasises the brand and its promise and embodies the premium concept represents of Ledlenser. Thus, first-class products are clearly differentiated from the more inexpensive competitors by Ledlenser’s top-class design.

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The Awards
Red Dot Award 2017: Communication Design: Red Dot (Advertising (Posters)) The power of pure light iF Design Award: Award (Consumer Products) The power of pure light Deutscher Designer Club Award 2017: Bronze (Identität_Brand Design): The Power of Pure Light Art Directors Club 2018: Bronze Corporate Design

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