Brilux

 A lightbulb is a simple, often overlooked product. We only think about it when the old one burns out. On store shelves, dozens of packages look alike, making it almost impossible to pick one that stands out.

Проблема

 IIt’s a technical and repetitive category where brands easily get lost on the shelf. Consumers rely not on specs, but on simple, relatable associations. Yet most lightbulb packaging lacks a story that helps the brand stick in memory.

Решение

 We uncovered a cultural insight: in Uzbekistan, many things get “folk names”. People name things based on shape or associations. Brilux became the “pear bulb.” We turned an ordinary product into a bright symbol everyone understands. The packaging reinforced the name visually, making it stand out on the shelf.

Результаты

 Brilux turned into a brand impossible to miss. The “pear bulb” entered everyday language, and the packaging a tool of recognition. It was an unconventional move for a technical category: the product became simple, relatable, and easy to remember.