Thoro

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Repositioning a premium lighting brand

The transformation of THORO is a story about finding one’s own voice in a crowded premium category. The challenge was to create a distinctive identity that clearly set the brand apart from the competition. The key was defining THORO as the link between technical excellence and the beauty of functionality. The result is a confident brand that speaks to discerning admirers of minimalism and quality – building its position in the premium segment through the harmony of light within the user’s space.

WE WORKED ON:

  • Key visual for the new communication platform
  • Rebranding
  • New color palette
  • Bold typography
  • Defining the hero product
  • Swiss Design
  • UX/UI Refresh
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From the very beginning, we felt we were working with a partner who truly listens, asks the right questions, and genuinely wants to understand our story. Their approach was grounded in deep analysis, strategic thinking, and authentic commitment. The fellowheads team became part of our world — fully understanding our culture, needs, and ambitions. Thanks to that, we’ve built a brand we’re proud of — one that captures attention from the very first interaction. We wholeheartedly recommend fellowheads as a strategic partner in building strong, authentic brands.

Thoro

Karolina Zabawska - Marketing Manager

Repositioning

We developed a branding strategy for THORO focused on repositioning the brand within the premium segment and distinguishing it from its sister brand.

The main challenge was overcoming a blurred identity caused by overlapping marketing activities. We defined THORO as a “subtle companion to everyday life,” positioning the brand for discerning customers who value minimalist design and quality.

The strategy is built around the harmony of light within the user’s space, storytelling, and education about lighting parameters. We also emphasized the brand’s Polish origin and minimalism as its guiding philosophy.

Branding

THORO’s branding is built on the “less is more” philosophy, where simplicity and functionality take center stage. We created a visual identity that subtly integrates into users’ everyday lives, highlighting what matters most to them. The logo, typography, and color palette — featuring white, beige, black, and cobalt – form a cohesive premium image while expressing the brand’s core values: functionality, minimalism, and quality.

A key element is the geometry of light, symbolizing space and movement, while the use of authentic photography in natural lighting strengthens the brand’s message. THORO is a brand that respects both space and the everyday lives of its users.

Creative communication concept

We built a thoughtful brand narrative for THORO – one that replaces aggressive sales messaging with the idea of conscious light that shapes mood, comfort, and interior aesthetics.

The brand language is minimal yet precise — every word and image reflects the philosophy of minimalism, functionality, and quality. The creative concepts are based on authentic scenes, portraying light as a subtle companion that doesn’t dominate but creates space for living.

To spójna opowieść, która inspiruje do świadomego kształtowania otoczenia.

Digital Experience

The refreshed THORO website introduces a completely new approach to brand interaction – one that reflects its philosophy of minimalism, functionality, and subtlety, while ensuring intuitive navigation.

The new information architecture, modular content layout, and improved search functionality create an elegant, structured shopping experience. Thoughtful product presentation and strategically placed CTAs help users quickly find the perfect lighting and make confident purchase decisions.

A digital space that captures the essence of THORO — elegant, refined, and full of light.

thoro.pl

Promotional materials

We created a comprehensive set of materials supporting the brand’s sales and communication efforts. The main catalog presents the full scope of the offer — from product types to company information — in a clear and engaging format.

It is complemented by a detailed product catalog showcasing individual categories along with technical specifications. The set is completed with printed promotional materials that consistently reflect the brand’s character and help build a professional image in customer interactions.

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New Now sp. z o. o.

NIP: 5272926300

01-031 Warszawa

al. Jana Pawła II 61/123

all rights reserved

2025

polityka prywatności

Ready to STEP into tomorrow with us?

Join great company of forward thinkers

“Whether you have an idea, are in the middle of the process, or already manage an established brand — let’s talk. Get in touch with us to see if we’re the right fit.”

MICHAŁ BURDA

CEO

“Whether you have an idea, are in the middle of the process, or already manage an established brand — let’s talk. Get in touch and let’s see if we’re the right fit.”

MICHAŁ BURDA

CEO