Brand Visual Identity

CLIENT: Kjell & Company

CHALLENGE: Luxorparts, Kjell & Company’s long‑established private‑label brand for electronic components and accessories, needed a complete transformation. The brand had traditionally appealed to a core audience of middle‑aged men, but its visual identity no longer reflected the accessibility, relevance, or energy required to reach a broader and younger customer base. The challenge was to modernize the brand without alienating its loyal users — to create an identity that felt both familiar and refreshed, functional yet contemporary.

SOLUTION: I rebuilt Luxorparts from the ground up, developing a renewed visual identity that bridges the gap between the existing audience and a new generation of customers. Drawing inspiration from the bold clarity of trendy street‑food menus and the tactile, iconic aesthetics of guitar amplifiers, I crafted a design language that feels modern, energetic, and approachable. I also developed a “wallet‑opener” category, with open‑packaged products placed at strategic in‑store locations to encourage touch, interaction, and impulse purchases.

The work included creating a complete graphic toolbox: a new logotype, refined color system, updated typography, and a packaging design architecture that brings consistency and character to the entire product range. The result is a more accessible and engaging Luxorparts — a brand with a younger visual attitude that still resonates strongly with its original audience.

MY CONTRIBUTION: Art direction, visual guidelines, logotype design, color system, packaging design, graphic toolbox.