With the introduction of a new holding brand, the edding Group set out to unite its unique portfolio under one shared roof. Home to brands such as edding, Legamaster and PLAYROOM, the Group needed an identity that could both honor its long-standing legacy and express a clear future commitment to sustainability, regeneration and collaborative growth.

LIT was selected to develop a holistic brand system for the new holding — one that provides strategic clarity, strengthens the entire brand ecosystem and remains flexible enough to evolve over time. By building on familiar design elements, we created an identity that connects heritage with future ambition.

We designed a unifying brand framework that is sophisticated but colorful, iconic but diverse, distinctive but flexible. It empowers all brands within the group and sets the foundation for what comes next.

Logo Design
Flexible Design System
Illustrations