Transforming a Chinese OEM into a brand fit for international expansion.

Brand creation and development / Design strategy / Communications

After developing its own line of smart lighting products, Sengled, originally a Chinese OEM, wanted to launch as a brand in the American and European markets. Only early adopters were aware of this new range of domotica products but they were sceptical of Chinese-looking brands.

We created a new brand world and brand iconics (logo, packaging design, experience centre, website…) and positioned Sengled right in between brands such as Apple and Sonos. Since launching, Wired selected Sengled as one of the top 10 innovative brands and products at CES. Perhaps best of all, Sengled proudly became the first Chinese product line available in US Apple stores.

Case study overview