Project

Brand strategy & brand refresh

Client

Aling-Conel

Brief

Aling-Conel is a domestic company with 30 years of experience in the development and production of electrical installation equipment, known for its quality, innovation, and strong market presence.
Over the past three decades, Aling-Conel has experienced steady growth - evolving from a family-owned tool workshop into a significant industrial leader. Alongside this development, the company introduced new product lines, nearly all of which were given their own visual identity.
At one point, the brand could no longer keep up with the company’s strength: the visual language had become fragmented, brand recognition was inconsistent, and the brand’s strategic positioning was not clearly defined.
The task was clear - to refresh the visual identity in a way that unifies all product lines under one roof and reflects the true scale and strength of the company, based on the premise that many people have Aling-Conel products in their homes without even realizing it.

Solution

We started from the core – conducting a market and competitor analysis, setting clear goals, and based on a SWOT analysis, target groups, and the Value Proposition Canvas, we developed a brand archetype, strategic approach, and communication style and tone… everything a brand strategy should include. From this emerged a clear brand architecture that allowed all products to coexist as part of a unified system while maintaining their unique characteristics.

Next, we refreshed the visual identity by introducing an additional color and separating the logo as a standalone element, achieving a playful yet contemporary impression.

The new typography, color palette, and slogan were designed to communicate directly with the target audience and convey the brand’s philosophy. With the slogan “Included in Life,” we simultaneously reference the product and its usage, while also delivering the message that Aling-Conel is an integral part of people’s lives and surroundings.

Result

The refreshed visual identity and new slogan, along with a clear brand strategy, have laid the foundation for Aling-Conel’s communication in upcoming major projects and the conquest of new markets.

Employees received clear communication guidelines, while partners and customers gained a coherent brand image, which builds long-term trust and positively impacts business performance.

You can learn more about the project on our Behance profile, and if your brand needs support – feel free to reach out to us!