edenspiekermann_ Paulmann

Logo and packaging design in order to strengthen the brand's presence at PoS

Paulmann is a medium-sized family business that produces and distributes lamps and lighting accessories. Though Paulmann has long been represented at all major DIY and furniture stores, the brand remains little known to consumers. This has largely been due to a weak brand image and inconsistent packaging design. Paulmann has decided to strengthen its presence and to markedly increase its profile among consumers. Edenspiekermann has developed the positioning, brand value and core message of Paulmann as a revamped consumer brand.

Following a series of workshops and analysis, the working group defined the positioning, brand value and core message of Paulmann as a revamped consumer brand. In the ensuing process Edenspiekermann developed a new logo and paid particular attention to the packaging design, reducing the complexity of the former classification system to an essential minimum, as it is the most important sales tool on DIY store shelves.

We are amazed how perfectly the redesign of our product packaging reflects our brand, and how the analysis done before made it possible to find and structure it sensibly. Detlev Paulmann, Managing Director Paulmann Licht

The new logo with its iconographic characteristics is striking and clear. Interplaying with the modular packaging system, the core brand is thus communicated in an emotional and user-friendly way. On top, an exclusively developed new pictogram family helps the consumer to easily and quickly understand the diverse product features on offer. Trade has responded enthusiastically to the Paulmann brand and its new packaging design.