The Promax task:
Develop a positioning strategy of the brand and create an attractive, universal, convenient packaging for entire product line.
Funky Business solution:
Bring to consumer idea that Promax is a professional and long-term lighting in ordinary house.
Mikhail Ankudinov (Brand Strategist): "After market analysis we realised that 95% of light bulb buyers are men.
This determined character of the brand, its values and tonality of communication. Promax is progressive and understandable company, that appreciates innovative approach, says expertly, explains what is available."
The combination of white and blue colors at package illustrates boundary between illuminated and unlit space. It passes between radiator and bulb of lamp. Color of the line and the small circle on the front side indicate temperature of light: cold or warm.
Ilya Tumaikin (Art Director): "Openness is an important characteristic of the brand. That's why we placed an explosion on the side of box. The consumer clearly sees what he is buying and why it has been working for so long."
As a result, the brand feels like a confident and professional player in the market. Packaging is universal and adapts to 20 SKU. The minimum of colors gives a laconic design, and the abundance of blue attracts consumer's eye.