Illuminating the Future with Energy Efficiency
while preserving a legacy of quality and innovation
while preserving a legacy of quality and innovation
Industry
Lighting, Energy Efficiency
Market
Serbia
The brief
Helios, founded in November 2001, has consistently worked to guide customers toward the benefits of energy-saving products, while also encouraging them to beautify their surroundings. Beyond its primary function, light carries an aesthetic value, and Helios seeks to combine the two, offering high-quality products that minimize the need for replacements and reduce environmental impact. The company values energy efficiency and promotes reliability, security, economy, and the beauty of light.
Tasked with modernizing the logo while maintaining brand recognition, the design preserves a nod to the past. The iconic yellow "strip" from the original logo, which once spanned the entire word "Helios," has been reimagined to elegantly intertwine with each letter. This dynamic change honors the brand’s legacy while adding a fresh, contemporary touch.
Additionally, the inclusion of stylized sun imagery brings an added layer of symbolism, drawing inspiration from Helios, the Greek god of the sun and light. This fusion of tradition and innovation creates a refreshed visual identity that captures the timeless essence of Helios, balancing modernity with respect for its storied past.
The design
The refreshed logo for Helios marries tradition with innovation. The reimagined yellow strip now interlaces with each letter, a subtle yet powerful reminder of the brand’s legacy. The introduction of a stylized sun element reinforces the connection to Helios, the god of light, further aligning the brand with its core mission—bringing light that is both efficient and beautiful. The overall design is a celebration of continuity and change, creating a visual identity that is as enduring as it is forward-looking.
Besides their primary job, as big brandy (rakija) lovers, they also wanted to produce their homemade rakija. The label design for this series of rakija — featuring pear (Viljamovka), quince (Dunja), and plum (Šljiva) — harmoniously blends tradition with a modern, premium aesthetic. Cyrillic typography evokes a sense of cultural heritage, while gold accents add a touch of luxury and exclusivity. The background showcases subtle illustrations of iconic Serbian landmarks, paying tribute to the product's authentic roots and local history.
The sophisticated design elements highlight the authenticity and quality of the rakija, appealing to both local and international audiences looking for a taste of tradition with a contemporary twist.
"Although Ivana didn't have much information about what we would specifically change in our branding, she patiently marketed ideas. She gave solutions that more concretely led future customers to our field assortment. There were doubts about the colors, but her suggestions were adopted because she reasoned which color leaves an impression on consumers. Ivana is straightforward to work with. Efficient, without a lot of unnecessary talks."
Gordana, Director of Helios
