The Challenge: HW Holdings Pty Ltd are experienced lighting importers and resellers in Australia. With a vision to enter the wholesale market, they decided to design and produce their own line of modern, design-led lighting products.

Sydney design agency, Percept, were engaged to bring their vision to life with brand creation that included brand naming and brand identity design. The solution had to be simple, memorable, and warm.

A professional look and feel was desired, that was flexible enough for expansion into other product categories as they grew.

The Solution: Percept Brand Design developed the name Modura – a simple pairing of ‘modern’ and ‘durable’, which sums up the main attributes of their products. Brand naming that feels and sounds right for a company that produces smart, modern, high-quality products that give spaces lightness and warmth.

The new brand design is given a friendly personality with the intro of ‘Mo’, a bright spark that embodies the warm fuzzy emotions you get when the heat from Modura’s flagship product – a 2-in-1 heater light – hits your shoulders. The character is born from the custom geometric wordmark logo design that Percept created. It is key to this brand creation project and sits at the centre of the brand design, giving it a distinct and modern look.

Design agency, Percept, also developed an engaging tone of voice for their branding with some creative copywriting. The language matches Mo’s various moods, allowing him to express himself and deliver a variety of messages in an endearing way. This creates a playful new voice, combined with a clean design style across all touch-points to help achieve cut-through in a rather stale competitor landscape.