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L&BUD
A new name, identity and website for a building materials company.
L&BUD is a Ukrainian building materials company serving private customers and professional B2B partners.
The business had outgrown its original identity as Ursus Zakarpattia. The name, visual language and digital presence no longer reflected the company's ambition or the more structured business it was becoming. We were brought in to rethink how the company should be positioned and presented for its next stage of growth.
The challenge
The challenge was larger than a visual refresh. L&BUD needed to move beyond the perception of a local supplier and become a clearer, more credible brand for both retail customers and professional partners.
That meant creating a new name and identity while also making a broad product offer easier to navigate, improving the way services and expertise were communicated, and giving the business a system that could work across digital, sales and everyday communication.
The approach
We approached the project as a full repositioning. The work began with naming and brand strategy, followed by the logo, visual identity, tone of voice and brand guidelines.
We then carried that direction into the website, defining the information architecture, product logic, filters, page structures and key user journeys. Rather than treating the brand and website as separate projects, we built them around the same business story and the same goal: making L&BUD easier to understand and more credible as it grew.
The outcome
The company has a new name, a clear position for retail customers and professional partners, and a website that organises a broad product offer with filters and clear product logic.
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The decision
A new logo would not have fixed the problem. The old name, Ursus Zakarpattia, kept the company in the local supplier box, so we started with the name.
Strategy, identity, tone of voice and guidelines followed, and then the website, built around the same business story.
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