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.

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.

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.

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.