The name OSRAM stands for a business success story. The company’s high-quality products, with their characteristic orange banderol, are sold in around 150 countries. But over the years, the consistent OSRAM ‘look’ on store shelves was undermined by new products and by small modifications to packaging design. OSRAM wanted to make its positioning clearer at point of sale and bring greater clarity to product presentation. The new packaging design needed to communicate the intrinsic value of OSRAM light bulbs and to ensure that consumers consciously selected high-quality products from the OSRAM line.

MetaDesign worked together with its client to analyze and define the essence of the OSRAM brand. After all, the agency needed to know what OSRAM wanted its brand to represent in the future, both in the marketplace and at point of sale, before it could create an ideal design system. Based on this analysis, it developed a solution that meets the complex demands placed on the new packaging design. In 150 countries, OSRAM’s new presence communicates its “passion for intelligent lighting.”