We focussed on unravelling and mapping the brand architecture. Through design research, we structured the brand’s story into different market segments, creating sub-brands to differentiate SLV from their competitors.


SLV is positioned as a delicate balance between beauty, function, quality and  pricing.  We created the sub-brands Big White, Play and LUX.



We envisioned a new product called Bilas  to expand the LUX collection positioned within  the ‘high-end’ market segment. Unique, clean and simple elegance. A full 90° tilt differentiates Bilas from its competitors. It released as iron cast LED lighting, in elegant black and white. The collection has a clearly distinct  design language to easily expand this to other models in the future.