Historically, LocknLock would develop new sub-brands each time it identified a new market or customer need. This brand dilution created confusion and didn't speak to LocknLock's evolving customer base. With Daylight's help, LocknLock stepped back and asked,

“How might we connect with millennial parents and younger generations to satisfy their desires and needs in daily life? “

To answer this question Daylight spent time in the homes of current and potential customers in China and Korea to more deeply understand their desires and needs. Daylight also sat down with internal executives and employees to listen to their expectations and concerns about the company’s new strategies.

Based on insights from these internal and external interviews, Daylight defined the brand principles and developed a new brand system that can be flexibly applied to product and business expansion while inheriting authentic brand values. ‘LL’ in the new symbol mark reflects the vibrancy of Living, Love and Linked. The bottom bar in the new symbol mark represent the LocknLock as a platform that connects people and products.