Packaging redesign for B2B to B2C transition
Elephant Design transformed Sturlite's brand communication through strategic packaging overhaul, delivering an accessible consumer-facing identity.
Robust Packaging System
brand's transition from B2B to B2C
Consumer and Competitor Research
Information design for technical products
Created a comprehensive packaging system for Sturlite's transition from trade-focused lighting supplier to consumer-oriented brand, making technical products approachable while building trust and perceived quality.The B2B Lighting Specialist
Founded in 2009, Sturlite established itself as a Bangalore-based electrical products company specializing in lighting solutions primarily serving the B2B market. Their business model focused on bulk orders and trade relationships with electricians and interior designers. Seeking diversification and growth opportunities, Sturlite identified the consumer market as their next frontier, expanding their product range to include fans, geysers, and other home appliances while requiring a complete repositioning of their brand perception.
Consumer Trust Champion
Brand Aspirations Description: Sturlite aspires to transform from an industry supplier into a trusted household name that empowers consumers to make informed purchasing decisions in a technically complex category. By simplifying product information and creating emotional connections through their "Fall in love with your home" tagline, the brand aims to differentiate itself in the crowded lighting market. Their strategic pivot focuses on making technical excellence accessible and appealing to individual homeowners while maintaining credibility with professional influencers like electricians and interior decorators.'X' Factor Design
The revitalized Sturlite identity centres around the dynamic 'X' element, symbolizing technical expertise and precision. This distinctive mark creates an immediately recognizable brand signature.
Clarifying Technical Complexity Through Design
Consumer research revealed significant confusion in the lighting category, with buyers struggling to understand technical specifications and often misled by competitors' packaging. Our solution introduced a strict information hierarchy that prioritizes critical decision-making factors like wattage, colour temperature, and illumination characteristics. The packaging system adapts intelligently across product categories while maintaining brand coherence. Industrial lighting receives premium silver accents and specialized colour coding, while the highly competitive wires category features interactive packaging with reward mechanisms for electricians and custom illustrations highlighting technical advantages. 
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