edenspiekermann_
Paulmann

Paulmann, a medium-sized family business, makes and distributes lamps and lighting accessories. Although 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 their poor brand image and inconsistent packaging design.

Approach

Paulmann has decided to make its presence felt more at retail outlets 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. After intensive collective workshops the working group decided on what the brand core should be. Market research confirmed the results. In the ensuing design process we paid particular attention to the packaging, as it is the most important sales tool on DIY store shelves.

Result

The new logo is square in shape and striking. The square-based modular system arranges and structures all package contents and along with the logo creates a recognisable brand for Paulmann. An exclusive new pictogram family has been developed in order to help the consumer understand the diverse product features on offer. Trade has responded enthusiastically to the Paulmann brand and its new packaging design.