The Focus
A B2B lighting solutions business started in 2009, Sturlite was now turning its attention towards the inundated yet growing B2C market
Sturlite had to pivot from being a trade-focused, bulk-order company and target individual consumers like electricians and interior decorators
Wanted a packaging revamp that helped them with this B2C pivot, where the packaging evoked an image of an accessible, trustworthy and superior brand focused on great products
The Design
The team at Elephant helped develop a refreshed identity and designed a homogenized, robust system around it with contemporary fonts and dynamic, futuristic elements
The brand’s ownable logo element, the ‘X’ connotes proficiency, expertise and is central to the packaging design – the slants on the ‘X’ change to denote variants and the main-category alike
A key design consideration is a very specific hierarchy of information, derived from consumer research that enable the demystification of otherwise technical-sounding, inaccessible products
The Story
Established in 2009, Sturlite is a Bangalore based electrical products company dealing primarily in lighting (bulbs, LEDs, etc) and wiring whose sales happen from small electrical outlets and bulk buys by interior designers, electricians etc. Sturlite’s primary focus was in the B2B segment, where most of their products were purchased via bulk orders or trade pushes – however, they wished to diversify and pivot towards B2C with an array of offerings ranging from fans to geysers and other appliances.
They approached the team at Elephant to assist with this pivot. As they aimed to attract individual buyers like homeowners and influencers like electricians and interior decorators, Sturlite recognized the need for a packaging revamp that would position them as an accessible, trustworthy, and superior brand focused on consumer delight.
X Marks the Spot
We modernized the existing logo while maintaining continuity with the brand's visual language and packaging system. A key element of the logo, the letter 'X,' was strategically utilized to connote futurism, technical proficiency, and expertise. The 'X' was made central to the packaging design, with its slants changing to denote different variants and main categories.
To enhance accessibility and approachability, we ensured a specific hierarchy of information. This hierarchy, derived from consumer research, enabled the demystification of technically jargon and product descriptions.
Sturlite's product range included various categories such as home lighting, industrial lighting, and more. Our challenge was to create a packaging system that homogenized the design while encapsulating this wide array of products. We incorporated the Sturlite black colour, which added a premium and futuristic look and feel to the packaging.
To overcome the issue of numerous variants, we introduced subcategories like Bloom and Aurora. These subcategories allowed us to avoid cluttering the offerings while applying colour distinctions. The 'X' remained the central element on the packaging, while the slants on the 'X' changed colour according to the specific variant.
Correcting Colour & Confusion
We emphasized the importance of making key product details immediately visible on the packaging, such as colour, wattage, colour temperature, and bulb variants. By doing so, we aimed to address a common issue observed among competitors who often mislead customers with bulbs that appear white but have different colours. We introduced a system of coloured flaps and illustrations showcasing an illumination arc to accurately depict the products.
Additionally, we implemented Sturlite’s tagline, "Fall in love with your home," to infuse emotion into an otherwise functional category, engaging customers on a deeper level.
For the Industrial Range of products, we introduced different colour options to provide visual distinction. The top half of the flaps aligned with the variant colour on the 'X,' while the Sturlite logo appeared in silver/grey, adding an extra touch of expertise.
For the wires category, which faced particularly high competition, we designed custom illustrations for communicating the features. The packaging was made more interactive, offering rewards for electricians and other customers. A mix of blue and silver was used, maintaining expertise of a B2B friendliness while highlighting the product's uniqueness.
Through our collaboration with Sturlite, Elephant Design successfully revamped the packaging design and established a robust packaging system that aligned with the brand's transition from B2B to B2C. By creating an accessible, trustworthy, and superior brand image, Sturlite can now cater to individual consumers in the lighting systems market while effectively competing with industry giants.
