GE wanted to introduce a new line of lighting accessories that would differ stylistically from its core lighting portfolio. While retaining the category’s utilitarian packaging structure and information hierarchy, the aim was to create a more consumer-facing and approachable expression with which to compete more effectively within the retail environment. In exploring this, we examined the role and importance of the iconic GE monogram and the necessity of GE blue as a brand asset. We also considered whether the brand’s strong heritage was an advantage or a limitation when competing against more contemporary offerings on the shelf.