• Naming & Brand Strategy
  • Brand Identity
  • Design System
  • Ecommerce Design & Development
  • Originally Built on Wordpress
Project Overview

Bulbrite, a successful 50 year old B2B lighting manufacturer, looked to leverage its rich history and expertise by launching a direct-to-consumer (DTC) brand that educated, inspired, and empowered consumers to find their right lighting.

In support of that customer-first dedication, ML worked with Bulbrite to launch the DTC brand, Kibün. Every touchpoint from learning the name, taking the quiz, and shopping for the right lighting was designed to deliver the experience consumers would have with “that friend who always gave the best advice.”

Mockup of a Kibun canvas tote bag.
Mockup of ideal customer profiles for Kibun.

Championing the Brand

Inspired by Bulbrite’s Korean history, the name had to draw from its origin while invoking the spirit of “your champ” - a friendly, relatable, and knowledgable consumer brand. Manual Labor named the new company Kibün to connect the dots between their mission (help consumers find the right lighting solution) and the Korean translation for mood (how lighting affects it).

A fresh design system paired with clean but technical illustrations resulted in a brand that delivered an expert-led consumer narrative.

Grab to Scroll
A graphic showcasing the new Kibun website.
A graphic displaying Kibun lightbulb information. Mockup of Kibun product packaging. A photo displaying a mockup of a laptop and phone displaying the Kibun website. A graphic displaying the different types of lightbulbs available at Kibun. A graphic displaying the different types of lightbulbs available at Kibun with additional information.

Where Light Meets Life

ML partnered with the Kibün team to launch a new website and introduce a destination where consumers could make lighting decisions informed by education and desired use case. The ML team developed strong user journeys as the foundation for an elevated experience - including designing a new logo, color palette, typography and design assets.

To guide the new user discovery experience, Manual Labor developed a consumer product quiz: The Lighting Finder. This interactive tool was designed to help users find the best lighting solution based on needs, wants, and environment, while also providing a barometer (user data) to help Kibün understand market needs.

Kibün is the result of a true partnership. They understood our history and saw the opportunity -  allowing us to think bigger through strategy and storytelling.

Cathy Choi
CEO, Bulbrite


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