Design consultancy: GW+CoAdvertiser: Zumtobel Group
Executive Summary
There's a revolution going on in lighting. It's the on-going drive for LEDs which are becoming ubiquitous and creating a huge replacement market with massive environmental benefits. But it can look dull, especially at the low-cost end. Products are functionally named and mostly interchangeable. This market is potentially huge, but highly commoditised.
GW+Co worked with the Zumtobel Group, parent company of the THORN brand, to brand THORNeco, its new economical range of LED lighting, targeted at electricians and sold via wholesalers over the counter ('OTC'). This was a strategic push...