BELID LIGHTING

Belid is one of Northern Europe’s leading lighting manufacturers, with a staff of 170 employees. Belid offers high quality lamps inspired by Scandinavian design for both B2B and B2C markets. Their founder’s vision of developing and manufacturing Swedish lighting proved to be a very successful venture. Since the company was founded in 1969, thier knowledge and experience in developing and producing lighting has always been clear to see, and they continue to maintain their vision of producing high quality lighting to this day.

Through Belid's new brand strategy, the entire brand was going to be re-designed to better match the new strategy.

QueensLab's brief was to design a new brand for Belid and change the way Belid was viewed - from being an everyday brand to high quality and design focused brand.

QueensLab created a new brand manual, did a re-design of the logotype, a new visual identity, new styles of brochures and marketing material and a new website. We also helped with the brand strategy and laid the foundation for the new brand to exude premium feeling, Scandinavian design and be a leader in the lighting industry.

The big challenge was to tie Belid's overall brand strategy together in a good way. Belid Lighting, as it was formerly known, was the holding company. This was transformed into a pure product brand and Belid Lighting Group was created as a House of Brands.

Belid would thus be transformed into a product brand, but it was important that there were synergies and recognition from Belid Lighting Group, while still having its own touch.

The second challenge was to re-design the brand from an everyday brand to a premium brand without losing too much of its target group. It was important that the old customers recognised the "new Belid", but at the same time saw a clear change of the brand.

In the assignment, we did a total re-design of all visuals materials. The website was re-designed and prepared for e-commerce.

• Brand strategy
• A new brand manual
• A new visual identity, colors, typeface, logos and more
• A new brand new webpage prepared for e-commerce.
• New simpler CMS - ready for e-commerce
• QueensLab was also nominated for the Swedish design award for the design of the re-branded visual identity.