C BY GE

C by GE is General Electric’s first direct-to-consumer LED lightbulb brand. The system is comprised of two types of smart bluetooth bulbs, providing lighting needs for life (general areas) and sleep (bedroom/bathroom areas). We leveraged the equity of GE, but gave it a fresh sensibility. Simplicity and humanity guided everything—from the name to typography to packaging—and with an added element of surprise. By establishing C by GE as an essential part of everyday life, we made it easier than ever to find the right light for every moment.