Brand Architecture, Brand Identity, Brand Positioning, Trends and Market Analysis


Light, Design & Technology




Estratégia, Identidade e Arquitetura de Marca

Considered the largest megastore of the Latin American segment, brand Yamamura has become an icon in the market by offering a complete mix of lighting solutions – both decorative, as technique – combining quality and competitive price to a team of experts in technical lighting. After four decades of history, and mindful of the speed of change that has significantly impacted global retailing in recent years, Yamamura has challenged Pande to assist it in building the foundations and guidelines needed to begin a NEW growth cycle.



After a long process of immersion made from a deep analysis of the competitive environment (visits to the stores and markets with competing offers), combined with extensive research conducted internally and externally, with the different stakeholders of the brand, Pande recommended Yamamura’s new positioning should be anchored in 3 major pillars: Light, Design and Technology. Based on this, we suggest a new architecture of your brands and services, including recommendations that have given you confidence and support so that key brand differentials are highlighted with more emphasis on all your communication pieces.


The reinvigoration of Yamamura required a change of mentality of the organization, using the new brand as a lens to influence all decision making and explore the truths that best represent modern Yamamura: The largest lighting specialist in Brazil. A new identity was developed to connect it to a younger audience, with the use of a responsive logo that adapts to different spaces and different needs. In addition, the brand’s color palette has been rejuvenated, preserving its iconic green.

The transformation did not stop there, a more iconographic perspective was added to the new language, which ensured more ownership of the brand’s pillars: Flor (history), Lamp (Light), Luminaire (Design) and “Network” (technology). It represents, in a synthetic way, an important change in the social context in which technology is gaining more and more space in consumers’ homes, highlighting utility and multifunctionality.

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