What do consumers ask for while purchasing LED lights?


Surprisingly, a sub-category and not the brand.


The starting point for redefining the packaging came from a study of consumer buying behavior. We understood that consumers usually ask for "long lasting bulbs" or "economical panel lights" - in other words - directly ask for the sub-category while making a purchase instead of defining the name of the brand in the beginning.

We redefined the packaging of Nordusk LED to help increase sales for the brand. Primarily the entry point was B2C and then B2B, thus, the increase in sales from MT & GT was required.

We also researched and zeroed in on the sweet spot to reintroduce the brand under the LED category by making the product category upfront and own a colour which no competition has. It was also a conscious decision to own a brand mascot instead of a brand ambassador in the long run.