Aling-Conel is a domestic company with 30 years of experience in developing and producing electrical installation equipment, recognized for its quality, innovation, and strong market presence. From a family-owned tool workshop, it has grown into an industry leader with a wide product range – almost every product line having its own distinct visual identity.
Over time, the brand’s visual language could no longer keep up with the company’s growth – it became fragmented, recognition was inconsistent, and strategic positioning was unclear. The challenge was to refresh the identity, unify all product lines under one umbrella, and reflect the company’s true scale and strength, emphasizing the fact that many people use Aling-Conel products without even realizing it.
We began with in-depth market and competitor research, SWOT analysis, target group definition, and the Value Proposition Canvas to build a brand archetype, strategy, and tone of voice. This led to a clear brand architecture where all products could coexist as part of a unified system while retaining unique traits.
The visual identity was refreshed with an updated color palette, a refined logo for flexible use, and contemporary typography. The new slogan, “Plugged in Life,” simultaneously references both the product’s function and its role in people’s daily lives, reinforcing the brand’s accessibility and relevance.
The result is a consistent, modern, and strategically positioned brand ready for future projects and market expansion. Employees gained clear communication guidelines, while partners and customers now experience a coherent, trustworthy image – strengthening long-term relationships and positively impacting business performance.
> Brand refresh for ALING-CONEL
