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Famous brand now seen in a new light

Having recently acquired the license to the Westinghouse brand name in the light bulb business, Philadelphia-based Angelo Bros. turned to Deskey Assoc.

(New York, NY) for a bit of package reinvigoration.

"We wanted the Westinghouse 'W' in a circle to remain prominent because it's so recognizable," says Angelo public relations manager Jennifer Angelo. "But we wanted to update it at the same time so that it would be suitable for all the new technology we'll be introducing."

The new folding cartons feature a deep-sea blue enhanced with the well-known "W". The logo is rendered in simple white but also is drawn on the package in a stylized and shaded way that creates a three-dimensional effect. Also retained is the famous Westinghouse marketing slogan: "You can be sure...if it's WESTINGHOUSE."

These particular bulbs are highly specialized items made by an Angelo Bros. affiliate in Europe. Angelo refers to them as the "people, plants and pets" line. That is, RealLite(TM) provides illumination that's close to natural daylight for people who suffer from cabin fever or other light-related forms of depression; NurtureLite(TM) enhances indoor plant growth; and ReptileLite(TM) provides the necessary heat and essential nutrients for reptiles. Each of the light bulb packages includes colorful panel graphics depicting the bulb's use and properties.

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