BELID LIGHTING GROUP

Belid is one of Northern Europe’s leading lighting manufacturers, with a staff of 170 employees. Belid offers high quality lamps inspired by Scandinavian design for both B2B and B2C markets. Their founder’s vision of developing and manufacturing Swedish lighting proved to be a very successful venture. Since the company was founded in 1969, thier knowledge and experience in developing and producing lighting has always been clear to see, and they continue to maintain their vision of producing high quality lighting to this day.

Through Belid's new brand strategy, Belid Lighting Group was created as a House of Brands with several brands under it. Belid Lighting Group is providing brands with high quality, Scandinavian design inspired lighting solutions for both B2B and B2C markets.

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.

Belid Lighting Group would act a House of Brand for the sub-brands. The challenge was to build a new strong brand that looked a bit like the old one but still had its own touch. It was important that the old customers recognised the "new Belid".

But we also needed to differentiate these two brands so that it was clear to both B2B and B2C so it was clear what was what. (Additionally, the original Belid brand became a pure product brand.)

• Brand strategy
• A new brand manual
• A visual identity, colors, typeface, logos and more
• A brand new webpage
• QueensLab was also nominated for the Swedish design award for the design of the visual identity and the webpage