TW Lighting’s Branding and Packaging
While working for TW Lighting, I was tasked with creating a new logo and a set of brand standards to tighten the visual continuity of the brand. Drawing from the distinctive prism-style diffuser of the LED bulbs, I constructed the logo from a set of triangles to complement the industrial design on the bulb.
A variety of different finishes and ecologically friendly papers were selected for stationery and other office items.
I was also tasked with creating a line of packaging that provided a fresh new perspective to LED bulbs. Working directly with founders Tony Chen and Wei Ye I developed a line of packaging for the company’s offerings emphasizing the ecological benefits of LED lighting through non-verbal cues.
The packaging was designed to leverage less ink, require no glue, I focused on pursuing paper stock options that would not only look great, but would be biodegradable.
The box designs also feature simplified mechanical drawings of the bulbs at 100% actual size. This along with other small details like emphasizing the beam angle, color temperature, and wattage on the front of the packaging - helped create a straightforward and ‘eco-chic’ design.
Another line of products - junction boxes, cables, and linkable LED bars were given a complementary style focusing on rich use of color, vibrant patterning and clean ‘spartan’ approach to stand out among competing products. Within the limits of blisterpak packaging, I focused on developing a standout visual style to sell the brand.
I was also tasked with creating an easily updatable annual catalogue that would allow quick and easy lookup of all products, their specifications, and provide some extra literature presenting the added (and sometimes unseen) benefits of LED lighting.
I was responsible for producing the book layout, product photography, in-use photography, diagrams, and some text passages.