How can we create an opportunity for an established brand to expand without losing brand recognition?
Companies are often faced with the choice of modernizing a brand at the risk of losing recognition, or preserving a brand and risk becoming outdated in the eyes on consumers.
For this project I explored a possible opportunity for Sylvania to expand it’s product line and market position while retaining its existing brand presence. Taking cues from competing products, I chose to create a premium line of light bulbs to allow me to experiment with a new direction without sacrificing brand integrity.
I chose to explore a branding system for a new, environmentally friendly line of light bulbs. These bulbs would last longer, use more energy, be cleaner to manufacture and dispose of than other bulbs. I developed the Vision line to suggest a product committed to environmental responsibility and pleasing light. The packaging would be made from biodegradable plastics and use soy based inks.