BELID LIGHTING GROUP
A NEW BRAND TO TAKE A LEADING ROLE IN THE LIGHTING INDUSTRY
Belid Lighting Group is one of Northern Europe’s leading lighting manufacturers, with customer segments in home, project and industrial lighting. Belid offers high quality lamps inspired by Scandinavian design for both B2B and B2C markets. They have a strong product portfolio consisting of their own brands Belid and Herstal as well as strategic and close collaborations with a number of external companies.
The Mission
QueensLab's mission was to design the new Belid Lighting Group brand and put Belid Lighting Group on the map. QueensLab created a brand manual, a logotype, visual identity, brochures and a new website, among other things. We also helped with the brand strategy and laid the foundation for the new brand to exude premium, Scandinavian design and be a leader in the lighting industry.
The Challenge
The company was founded in 1969 as Belid Lighting. As the company has grown and developed over the years and with the initiation of a number of strategic collaborations with other strong players in the lighting industry, it was transformed into a pure product brand and Belid Lighting Group was created as a house of brands in the summer of 2020.
The challenge was to build a new strong brand that resembled the old Belid Lighting but still had a new modern touch. It was important that the old customers recognized "the new Belid".
It was also important to differentiate the new brand Belid Lighting Group from the pure product brand Belid, so both B2B and B2C could tell them apart.
The Solution
Belid stands for Scandinavian design, so we drew inspiration from the nature of southern Sweden, the region where Belid was founded. The color palette was taken from forests, beaches, rocks and the sea to create a premium feel.
The Result
Belid got a new visual identity, a brand manual, a logotype, brochures and a new website. Queenslab also helped with the brand strategy and laid the foundation for the new brand to exude premium, Scandinavian design and be a leader in the lighting industry.
QueensLab was nominated for the Swedish Design Award for the design of the visual identity and the webpage.
Does your company also need a rebranding? Let's book a consultation
Adam Claeson
adam@queenslab.se