Brand stand.
We started by positioning the Excellent Line brand in the context of its competitors and target audience. Then we derived the brand core values from the product features and thereby laid the foundation for the launch.
Brand compass
With the brand compass and the values documented in it – purism, functionality, and class – we gave the Excellent Line brand a “face” for the first time. We summarised it in the brand core message: “Excellent Line offers the perfect balance of puristic design and functional technology for first-class ambience.” This doesn’t only define the brand’s general orientation but also the goal for product development.
An idea doesn’t yet make a product, let alone a brand. With SCHMELTER BRAND DESIGN’s support, our vision turned into a brand strategy.
Christian Eck
Initiator of Excellent Line
Naming system
In order to name the product line-up coherently, we developed a system based on the brand name. The names of universal-use standard products contain a suitable letter or descriptive term, respectively (e. g. “P Line” for PA towers and “Drop Line” for suspended variants). Vendor-specific product families are regarded separately and marked by Greek letters, as in Alpha Line for L-Acoustics, NEXO and d&b audiotechnik.