The task was to build a world for the umbrella brand and its products that could be both experienced and remembered. This should communicate in a nutshell both the core subject of glass as well as the company’s core areas of expertise such as quality, design and competence in providing solutions. An initial realisation can be found in the affix »Glass Culture«, which now augments the brand name. This addresses the theme of glass quickly and clearly. By appropriating the term »Culture«, the business assures the highest level of competency in handling the material. At the same time we have found a graphic image that communicates these properties, even without words. A dragonfly is a memorable and individualistic additive that now turns elidur into a strong brand name in both words and visually. This new brand awareness is also visible in the new showroom, exhibition stand and various advertising materials. In designing these media we have relied on atmospheric product photography in which the individual objects are always seen in a spatial context.